The term "big data" has been popping up all over the tech world in recent years. However, it has only recently begun to be accepted as an important concept for marketing professionals, who tended to be a bit more unsure of just how they could use big data to produce results. Thanks to the brave pioneers who blazed the trail, the union of big data and marketing has become much more accepted as a feasible way to make themarketer’s job easier while enhancing customer relations and improving profitability.
Even those who have embraced big data, however, frequently have no idea of just how "big" the data actually is. There are 2.5 quintillion — 2,500,000,000 million — bytes of data generated every day. Furthermore, more than 90 percent of the total online data in existence today has been generated since 2013, and much of it is coming from social networks. Obviously, there is a wealth of information contained in the data, but the problem of filtering and funneling this data explosion remains an issue for most organizations.
This is where social-performance software or SPS, comes in handy. The exponential growth of big data has naturally inspired software developers to create ways to help businesses garner valuable intelligence from the data they collect. This new species of software is geared to provide the following benefits: