Big data in digital marketing
Posted: Wed Dec 04, 2024 9:39 am
16 Mar 2020 Marketing Trends Written by Rodolfo Gonzalez 3 min read
Today, we live in the information age and this has meant that companies have the opportunity to better understand their consumers, which in turn allows them to develop strategies to offer their products and services in a segmented way and aimed at their potential market.
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However, collecting accurate and reliable information from consumers, which was a big problem for marketing a few years ago, is no longer a problem. The complicated thing now is that there is a huge amount of data available, with databases from different sources, which can make managing and interpreting it a complicated task.
To understand the role that Big Data plays in marketing, specifically in the digital area, you first have to understand what Big Data is.
Big Data
In a nutshell, it is defined as the collection and storage of large amounts of information .
However, analyst Doug Laney defined the concept, in a more detailed way, as the three Vs:
1. Volume
This refers to the size of the information stored from an external medium (business transactions, social networks, surveys, among others).
Although there is currently no official established measure to determine when a set of information can be considered Big Data, many professionals in the field define it as between 30 and 50 terabytes .
2. Speed
The information obtained from the media must be very fast ( almost instantaneous ).
3. Variety
There are various formats in which information can come: numerical data, bank transactions, videos and audios, to mention a few.
Big Data is defined as a massive set of information that is obtained almost immediately and can come in different forms . The use given to this information will vary depending on the company's line of business and its objectives.
Big data in digital marketing
A common mistake made by marketing departments is to think that Big Data is exclusively for experts in technology, physics and analytics. However, this is not the case. Although
Big Data comes from the areas mentioned above, it is also important for the marketing department to know how to interpret and manipulate this information.
Below are some of the ways in which the digital marketing area can benefit from managing Big Data:
· Better segmentation
This is the first and most important use of Big Data in digital marketing. Correctly interpreting the information has the benefit that the marketing department can develop strategies focused on the needs of the market, based on its interests and behavior.
· Personalization of experience
Complementing the previous point, adequate segmentation allows you to better understand the market and generate campaigns with relevant and personalized content for each of the segments, which will translate into higher sales and satisfaction on the part of your customers.
· More accurate predictions
Having organized information about your customers' historical consumption is key to predicting their behavior in future periods, and thus having appropriate strategies prepared.
· Efficient customer service
Due to the immediacy that Big Data offers, you can know immediately when a customer is not satisfied with some aspect of your product/service and, in the same way, it gives you the possibility of offering a solution almost immediately.
These are just some of the benefits of complementing the marketing team's efforts with information obtained from Big Data. This information can also be useful for other areas of your company, which is why it is important to always maintain good synergy between all departments.
Today, we live in the information age and this has meant that companies have the opportunity to better understand their consumers, which in turn allows them to develop strategies to offer their products and services in a segmented way and aimed at their potential market.
Download Now: How to Prove the list of belarus consumer email ROI of Your Marketing Efforts [ebook]
However, collecting accurate and reliable information from consumers, which was a big problem for marketing a few years ago, is no longer a problem. The complicated thing now is that there is a huge amount of data available, with databases from different sources, which can make managing and interpreting it a complicated task.
To understand the role that Big Data plays in marketing, specifically in the digital area, you first have to understand what Big Data is.
Big Data
In a nutshell, it is defined as the collection and storage of large amounts of information .
However, analyst Doug Laney defined the concept, in a more detailed way, as the three Vs:
1. Volume
This refers to the size of the information stored from an external medium (business transactions, social networks, surveys, among others).
Although there is currently no official established measure to determine when a set of information can be considered Big Data, many professionals in the field define it as between 30 and 50 terabytes .
2. Speed
The information obtained from the media must be very fast ( almost instantaneous ).
3. Variety
There are various formats in which information can come: numerical data, bank transactions, videos and audios, to mention a few.
Big Data is defined as a massive set of information that is obtained almost immediately and can come in different forms . The use given to this information will vary depending on the company's line of business and its objectives.
Big data in digital marketing
A common mistake made by marketing departments is to think that Big Data is exclusively for experts in technology, physics and analytics. However, this is not the case. Although
Big Data comes from the areas mentioned above, it is also important for the marketing department to know how to interpret and manipulate this information.
Below are some of the ways in which the digital marketing area can benefit from managing Big Data:
· Better segmentation
This is the first and most important use of Big Data in digital marketing. Correctly interpreting the information has the benefit that the marketing department can develop strategies focused on the needs of the market, based on its interests and behavior.
· Personalization of experience
Complementing the previous point, adequate segmentation allows you to better understand the market and generate campaigns with relevant and personalized content for each of the segments, which will translate into higher sales and satisfaction on the part of your customers.
· More accurate predictions
Having organized information about your customers' historical consumption is key to predicting their behavior in future periods, and thus having appropriate strategies prepared.
· Efficient customer service
Due to the immediacy that Big Data offers, you can know immediately when a customer is not satisfied with some aspect of your product/service and, in the same way, it gives you the possibility of offering a solution almost immediately.
These are just some of the benefits of complementing the marketing team's efforts with information obtained from Big Data. This information can also be useful for other areas of your company, which is why it is important to always maintain good synergy between all departments.