Managing the marketing for a business and managing the information generated by and channelled through that business are two different, but both equally important jobs. The CMO (chief marketing officer) desperately needs a wide pool of information from which they can draw insights and inspiration for marketing campaigns and strategies. The CIO (chief information officer) is responsible for managing – storing, securing and ensuring legal compliance for – that data, and between the two, a system must be agreed in which data protection regulations are adhered to and in which the information is both anonymised for safe use and completely up-to-date, so as to ensure that marketing campaigns can respond immediately to new trends.
This is where NoSQL databases can be invaluable. SQL stands for Structured Query Language and it is a standard ‘language’ used to manage databases and management systems. NoSQL is an advance on this, and instead of using the expectation of order, NoSQL ordered information can be sorted and manipulated to run probabilities that take into account the vagaries of humanity: emotions, responding to events and weather, sudden enthusiasms for and equally sudden loss of interest in fads and trends.
The real beauty of NoSQL over SQL databases is that SQL databases tend to be limited and linear which makes them crowded, awkward to navigate, and almost impossible to extrapolate from, not least because the data pool is not wide enough nor deep enough for true comparisons to be made.
NoSQL databases are designed to work with massive amounts of data – something vital to today’s ‘big data’ reliant world, especially when it comes to marketing, where targeted marketing – designed to track users internet usage to provide them with products and services that the database suggests they are thinking about and searching for already: a useful way to maximise conversion rates in advertising. Companies used targeted advertising are finding increased ‘hit rates’ of 5% (which results in a hefty 25% to 125% increase in profits taken over time and across large customer bases), while storage costs have plummeted by around 90%: good news all round for the balance sheets.