We were asked to say a few words at a Big Data conference put together by the talented team at Company Short Cuts. It was a real screamer.

Here’s us on stage with some absolute champions:

Alex Minchin is Managing Director of Zest Digital, one of the fastest growing Digital Agencies in the UK who are winning a bunch of awards.

John Readman who turns start-ups into 160-person, multi-million pound companies. He’s worked with Google, Facebook, ASOS, House of Fraser, Superdry, to name a few. 

Paul Stephen is CEO of Sagittarius, one of the UK's top 20 digital agencies. He has over 20 years’ experience in direct and targeted marketing and advises parliament on European Data Protection Regulation. 

People are going loco for Big Data right now. 

It’s a buzzword and people are getting excited about it and covering it all kinds of ways, so it’s important to separate the good stuff from the noise. 

The good stuff: businesses are sitting on data that, if used in the right way, can unearth some incredible fundamentals to set sales, marketing and strategy on fire.

The noise: sales and marketing is so metric driven these days that it’s easy to forget how it relates to your customers. If your actions don’t have a real person in mind, you may as well put a blindfold on, point your budget and resources in a direction, pull the trigger and hope for the best.

All the guys speaking were rock stars in their own right. They had some seriously intelligent things to say about Big Data and almost all of it was focused on the people who drive your sales and marketing - your customers.

So here’s the top line on Big Data.

Before you go rummaging around your data stores looking for big KPI’s and metrics to shift, first use your data to dig out the quantifiable persona that is driving your sales and marketing - your lead persona. Nail this and you’ll have something solid to hang your KPI’s and metrics on.

Keep hammering away.