Mother’s Day is Sunday May 14, and when marketers and brand managers come to work on May 15, they'll already have reams of Big Data to sort through -- including comprehensive numbers on sales and revenues for each gift item in their product lines.
What they won’t know is why one brand of gift-boxed chocolates raised its market share by 5%, while a leading competitor experienced a commensurate decline. What did one brand do right? Where did the other fall short? How and why did consumers make those particular choices for their moms? And why candy instead of flowers or fancy toiletries?
Big Data – quantitative information that pours in from passive tracking of consumers’ digital footprints – won’t tell the story of “why this brand and not the other.” It won’t reveal why candy got the nod over flowers – or vice versa. And it won’t be able to give insights into how satisfied boxed-candy customers were with the product itself.
Savvy insights professionals will want answers to those questions about motivations and satisfaction. Big Data will take them part way there -- by helping them frame the right questions about the human dimension -- the "why," the "why not," and the "how satisfied."
Exceptionally savvy brands and retailers won’t wait until after the fact, but will be on the case right away, seeking insights into shoppers' emotions and motivations during the weeks and days leading up to Mother’s Day. Some will be able to use those on-the-fly, real-time insights to make effective adjustments in messaging, pricing and product placement.
MFour combines advanced survey-app technology and an engaged all-mobile panel of more than one million active members to take you to the real-time Point of Emotion® where consumers decide what to buy, and how satisfied they are with what they've bought. For those attending the Big Data Summit in San Francisco, Michael Smith, Chief Product Officer and Director of Panel, will be talking today about how to make Big Data work in tandem with data obtained through mobile surveys to generate a 360-degree understanding of both the “what” and the “why.” His talk, focusing on combining Big Data and survey data for mobile ad measurement, begins at 2:30 p.m. If you can’t be there, don’t worry – you can schedule a one-on-one live demo with an MFour representative to talk about how mobile surveys can work for you. Just click here.