Big data is a buzzword these days. Referring to large data sets which are analyzed to draw out patterns, associations, and trends to human behavior, it is now used in various sectors from managing traffic in urban area to improving healthcare. For marketers, big data has also made their campaigns more personalized.
Netflix is a contemporary illustration of how big data is used these days. By using huge amounts of user data, Netflix is able to create personalized recommendations to its subscribers. Personalization has become a lot easier and this enables firms to build connections with their customers.
Below are some of the main uses of big data in marketing:
Big data propels targeted advertising
As publishers collect more data about their visitors, they have more information to customize their advertising. Similar to how Google and Facebook offer targeting options, brands will be able to offer products or services that are likely to be of interest to their target audiences. Today, it is easier for shampoo brands to run anti-frizz ads and target people who live in humid climate territories.
Big data helps track and predict consumer behavior
Data has also provided a way for marketers to keep track of changing consumer behavior and more importantly, respond to it. Changing consumer behavior such as reading Internet reviews before buying a product and relying more on mobile devices than desktop computers gives marketers a better understanding of the way their potential customers thinks. This allows them to create and adjust their marketing campaigns appropriately.
Big data aids in optimizing design
Analytics gives insights into user preferences which business owners can harness in creating optimal designs of their websites. Design is particularly important in online stores as it can attract customers and boost engagement. Volumes of data on consumer preferences guide brands in optimizing logos, colors, font styles, and other visual elements of their websites.