Data on user behavior comes from a very large number of sources and is usually dispersed among different information systems. The main challenge in the face of such a large amount and diversity of data sources is to use them appropriately, which means centralizing them and connecting them to advertising platforms.
Wholesale data
Internet data is very often stored in so-called wholesalers (databases of enormous size). The technology that allows their collection and use is Big Data. Big Data data sets are so large that traditional data processing software cannot cope with them. Big Data technology is still being developed and improved. Artificial intelligence mechanisms play a key role in its development. Big Data and AI are in a mutual relationship. Big Data uses AI to make its information meaningful, while AI needs Big Data to extend its capabilities using Machine Learning technologies.
Data from warehouses
Internet data is very often stored in so-called wholesalers (databases of enormous size). The technology that allows them to be collected and used is Big Data. Big Data Data sets are so vast that traditional data processing software cannot cope with them. Big Data technology is still being developed and improved. Artificial intelligence mechanisms play a key role in its development. Big Data and AI are in a mutual relationship. Big Data uses AI to make its information meaningful, while AI needs Big Data to extend its capabilities using Machine Learning technologies.
Big Data in digital marketing
One of the biggest advantages of using Big Data in digital marketing is that the technology allows advertisers to better understand their customers. By analyzing demographic data, online behavior and purchase preferences, advertisers can create more targeted and therefore more effective marketing campaigns. Gathering customer information mainly involves providing data on app and website browsing, interests, requirements or expectations of users. With the data collected through Big Data, advertisers can tailor content and offers to individual customers’ needs, and this increases the effectiveness of campaigns. Big Data also makes it possible to create very precise customer profiles, which allows advertisers to deliver more personalized and therefore effective content.
On target with Big Data
Based on detailed data from Big Data warehouses, programmatic systems are able to reach a specific user interested in a particular product or service with a very precise advertising message. The data is sent to progammatic platforms in the form of signals that help identify customer interests, product recommendations, seasonal purchases and anticipate current and future user needs. Thanks to the accumulated knowledge, a user’s experience with a brand is strictly personalized and tailored to the needs and requirements of a specific user.
The past predicts the future
Big Data analytics also helps analyze past data, so it is able to forecast potential future customer needs. This increases customer engagement on a website, and thus also increases the likelihood of conversions. Big Data analysis allows companies to predict future trends and customer behavior, which can be invaluable in planning a long-term marketing strategy. Big Data enables the use of real-time media buying technology, which helps define the offer best suited to the user at the moment of interaction. In addition, Big Data sources, such as social media, clicks or interactions, are used to greatly increase the predictability of the analytical models used in this technology. With Big Data, companies can accurately determine which marketing channels are the most cost-effective, making better use of the marketing budget.
The art of drawing conclusions
While Big Data offers many benefits, there are also challenges in using the technology. Adequate technical infrastructure for collecting and storing information is required, as well as certain analytical skills necessary to analyze such large data sets. It is also worth remembering that success requires not only access to data, but also the ability to analyze and use it. Companies that can harness the potential of Big Data are more likely to succeed in the competitive world of online marketing.
