Big Data is becoming democratized. That was an underlying theme at our SMB Digital Marketing conference. We discussed this in an on-site analyst roundtable posted last month.

To continue that discussion, we put together a highlight reel of conference Keynoters and their biggest conference takeaways when we were able to tackle them back stage.

“Increasingly, data [for] large advertisers are available to SMBs,” said Acxiom CEO Scott Howe. “Those that embrace it are going to be running all kinds of targeted advertising with much better results.”

See the rest embedded below.

The post Big Data For Small Business: Backstage Pass at SMB Digital Marketing appeared first on BIA/Kelsey - Local Media Watch.

SMBs are increasingly incorporating data analytics into their marketing efforts and not surprisingly, data vendors and service providers are working to entrench themselves with SMB digital marketing channels, as several industry leaders noted at Leading in Local: SMB Digital Marketing in New Orleans Sept. 23.

For SMBs, “it is not about size, it is about sophistication,” noted InfoGroup CDO Matt Graves. “Sophistication is what matters in how SMBs target,” and may translate into such channels as multichannel buys and geo-targeting.

But SMBs are not easy to work with. “SMBs are our hardest customers,” says Graves. “They are not as forgiving as our larger customers. They want us to come up with a plan to help them be successful.”

Speaking on the same session, Radius VP Megan Austin Karlen cautioned that data cannot be treated as one homogenous category — it is a living organism with new inputs all the time. There is data at rest (volume); data in motion (velocity); data in many forms (variety); and data in doubt (veracity). You cannot settle on traditional firmographic segmentation, she noted. Data also needs to be paired with software that enables merchants to access, analyze and integrate data in a simple and effective way.”

Radius itself made news at the conference, announcing a Series C raise of $54.7 Million.

The post At Leading in Local: ‘Big Data and SMB Sophistication’ appeared first on BIA/Kelsey - Local Media Watch.

SMBs are increasingly incorporating data analytics into their marketing efforts and not surprisingly, data vendors and service providers are working to entrench themselves with SMB digital marketing channels, as several industry leaders noted at Leading in Local: SMB Digital Marketing in New Orleans Sept. 23.

For SMBs, “it is not about size, it is about sophistication,” noted InfoGroup CDO Matt Graves. “Sophistication is what matters in how SMBs target,” and may translate into such channels as multichannel buys and geo-targeting.

But SMBs are not easy to work with. “SMBs are our hardest customers,” says Graves. “They are not as forgiving as our larger customers. They want us to come up with a plan to help them be successful.”

Speaking on the same session, Radius VP Megan Austin Karlen cautioned that data cannot be treated as one homogenous category — it is a living organism with new inputs all the time. There is data at rest (volume); data in motion (velocity); data in many forms (variety); and data in doubt (veracity). You cannot settle on traditional firmographic segmentation, she noted. Data also needs to be paired with software that enables merchants to access, analyze and integrate data in a simple and effective way.”

Radius itself made news at the conference, announcing a Series C raise of $54.7 Million.

The post At Leading in Local: 'Big Data and SMB Sophistication' appeared first on BIA/Kelsey - Local Media Watch.