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Today, consumers are increasingly turning to their mobile devices to search for services. Likewise, marketers are also resorting to mobile to direct, engage, retain and acquire customers, focusing on content to attract and nurture leads. Organizations are ensuring greater transparency, so it looks like the situation is all hunky-dory and the wheels are moving smoothly. ReviMedia, a company focused on generating leads, believes otherwise.

A new business report by writer Kristina Knight indicates that many company executives are missing out on a gold mine – big data -- that will help predict customer behavior and strengthen brand loyalty. Most don’t even realize it. Granted, that big data is only getting bigger, making data management even more difficult, but understanding and managing data is important to generate leads.

"Most marketers don't realize the amount of data they are sitting on, and how to use data to their advantage,” said Frans Van Hulle, CEO and co-founder of ReviMedia.

It’s a given that big data delivers valuable marketing insights. Marketers get to know the latest market trends; they understand how customers think and what is important for them. Once they know this, they can target customers with relevant messaging, find out which of their strategies are working, which are not, and what actually helps generate leads.

In order to help marketers do that, Hulle recommends that campaign advertisers embrace automated tools to streamline how campaigns are developed, understand how leads are measured and grown and how campaign ROI is tracked.

Understanding customer intent is important and companies need to establish a pattern between user behavior and lead quality by analyzing huge volumes of data. This is where lead scoring can be important. Big Data analytic tools help to take lead-scoring to the next level.

"In order to do lead-scoring well, marketers need a lot of data to make correlations between user behavior and lead quality in order to calculate a representative score. They also need a large volume of data to align prediction models with actual sales conversions," said Hulle.

Underscoring the importance of transparency, Hulle observed that due to the complexity of distribution models in online lead generation, buyers don’t know where the traffic comes from. Marketing has to be able to identify the origin of traffic to generate leads.