Role of Big data in digital marketing - The Future


D0773626 李秋霞


    The application of big data can be seen everywhere. These data include many materials around you and me, such as revenue, number of guests, consumption expenditure, etc. In addition, member information, consumption times, preferences are also data collection elements. These things will add up to the "big data" we often hear. However, unlike traditional data processing, the data collected by big data must have insights and logic behind it. In simple terms, it helps the company's information can be analyzed as big data.

    By understanding consumer preferences, big data can focus more on the target customer groups and provide them with lots of information they are interested in. Companies use Cookies to collect data to understand consumer preferences. When a consumer browses your webpage, the consumer's browser will be tracked by a cookie. It can help to analyze the webpage and preferences that the customer usually browses and collect the data into your tool.

    In this way, the advertisement can be more accurate and more effective than previous models, because the decision-making process of marketing planning is no longer a personal subjective opinion of the marketer, but is based on the real needs of customers. Actual data to know current consumer preferences, and then develop advertising campaigns, based on consumers' behavior, purchase frequency, background and preferences analysis, etc. to plan a more complete potential consumer profile. For example, women are more likely to view email advertisements, use discount coupons, and compare prices with different shops. If the company’s main customer base is women, e-mail can be considered as the main marketing channel in the planning of marketing strategies.

    

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