How to Use Big Data to Leverage Micro-Moments

With the vast amount of digital data and analytics available, business owners and marketers can better target their marketing initiatives. Think with Google used big data insights to create meaningful solutions businesses can utilize to increase sales. Through big data research, the researchers at Google found that micro-moments are where business big and small have the best opportunities to reach their audiences.  

Using Big Data to Discover Insights

No other company deals with the vast amount of data that Google has access to. By learning how to capture and analyze this information, Google is able to provide their big data research findings to marketing professionals and business owners – allowing these professionals to hone in on the right marketing methods for their specific business model.

This leads us to a more important point, leveraging big data to create real results for your business. In Retail Results: Six Case Studies of Big Data Success, we see how many popular chains have utilized big data analysis to come up with actionable ways to quickly incorporate these insights in their marketing strategy. By taking quick and meaningful action on big data insights, these companies were able to develop exceptional results with data driven marketing strategies.

What is a Micro-Moment?

A micro-moment is known as the I want-to-know moments, I want-to-go moments, I want-to-do moments, and the I want-to-buy moments that drive consumers to turn to their mobile device to search. These are the simple everyday things we are all searching for on our mobile devices which heavily impact which business is going to get the consumers business.

Lets use a real life example: say you need to get your oil changed in your car. This is a common moment where someone may turn to their mobile device and search oil change near me. The businesses who are able to rank on that first page of results are most likely going to get the consumers business. As another example, perhaps you need to get a stain out of your carpet. This is where data shows a typical user would turn to their mobile device with a search of how to get stain out of carpet. The store or brand that shows up first in the results will definitely have an advantage here.

Actionable Insights with Micro-Moments

With the big data analysis conducted by Google, marketers and businesses can take a few different actions to position their business for success. This information is based off of a Think With Google Presentation that was held at WeWork Congress in Austin, TX.

1. Be There: Most decisions begin on a mobile device. If you, as a business, do not have a mobile friendly site, you will instantly lose access to the majority of users who are in a micro-moment.

2. Be Useful: The information you are providing on your mobile site should instantly answer the questions consumers have. Vague answers or a lack of information on your site will instantly turn your consumer over to a competitor.

3. Be Quick: How fast is your mobile site? A mobile site that takes 3 seconds to load will have a 50% bounce rate. Each second longer than that will bounce even more traffic.

4. Connect the Dots: Businesses and marketers need to think of mobile technology holistically. Data shows that many users start a search on their mobile phone in a micro-moment, but will finish a transaction or do further research on a desktop. While it may seem like desktop traffic is the only thing converting customers, many of those sales can be attributed to an initial mobile search beforehand.

Do you use big data to hone in on micromoments? Let me know in the comments below about your experiences using big data to create meaningful changes to your marketing strategy.