Big Data: Useful tool to develop Marketing

The relation between data and marketing has been growing up since the Big Data took place in this new area of Digital Marketing. In general terms, this relation could be a new way to understand how to achieve the marketer`s objective.  Enterprise and companies will enhance their business and they will also find the exact decision to be displayed to their customers.

There are many functions developed by Big Data in order to help to make a better decision because it has ingestion, integration, and storage. (Pearlman, 2019) Those aspects described before could give alternatives close to the customers to develop loyalty and engagement or improve performance in terms of digital marketing strategies.

Certainly, Big Data feeds to marketers to drive and conduct their strategies analyzing customers` behaviors better than it used to be. Why is that? Because technology development and tools that allow us to find data in online purchases, click-through ads, social media interaction, geolocation and more. (SAS, n.d.)

Adding Value in Marketing through Big Data

Such example, Big Data contribute value in actions related to marketing, as example marketing campaigns are being benefitted because they can offer better target through cookies files and it easier to reach the audience according to customer`s activities.

Pricing decision is another activity that can be chosen better in terms of Big Data value. How? Simple, incorporating factors like inflation rate, exchange rate, interest rate and other factors beyond product cost and competitors pricing the pricing decision will be better and produced with Big Data. (Saran, 2018) 

One of the biggest challenges of marketing is generating appropriate content through the website to engage the visitors. Which data marketers can set content and display them to the right people according to their interests and recommendation For example, if a set of people were visiting a website and they were staying in the video sections about sport, marketers could target them with similar content.

Example of Big Data in Digital Marketing.

Brand Lift is a Google product that can help companies to understand the engagement of customers produced by YouTube. This tool collects different metrics such as views, watch time, likes, shares and comments. What does it do? It checks the interactions between audience and videos to analyze the segment and take decisions for future content. (Google, 2018)

This tool helps companies to understand the perception and behave generated for YouTube ads. Gaining data as brand awareness, ad recall, favorability, purchase intent, Google Lift can be a perfect result in terms of how Big Data feeds Digital Marketing to create greater decision making and new strategies overall. 

Big Data allows working in real-time in terms of Digital Marketing, catering decision which enhances and generate better results. Big Data is one of the core capabilities of Digital Marketing skills. (Lies, 2019) That relationship will continue creating new tools for marketers and companies due to the rapid growth of technology and the Internet provoking bigger and better advances.

REFERENCES

Google, 2018. thinkwithgoogle. [Online]

Available at: https://www.thinkwithgoogle.com/products/brand-lift/
[Accessed February 13 2020].

Lies, P. D. h. J., 2019. Marketing Intelligence and Big Data, Dortmund (Germany): University of Applied Science. P 135-136 Available at: https://pdfs.semanticscholar.org/8bfa/e118d19aa03bd3dd3557a140aa4103aabde6.pdf (Accessed: 13 February 2020).

Pearlman, S., 2019. Talend. [Online]
Available at: https://www.talend.com/resources/big-data-marketing/
[Accessed: 12 February 2020].

SAS, n.d. SAS. [Online]
Available at: https://www.sas.com/en_us/insights/big-data/big-data-marketing.html
[Accessed 12 February 2020].

Saran, J., 2018. Forbes. [Online]
Available at: https://www.forbes.com/sites/theyec/2018/11/08/how-can-big-data-contribute-to-digital-marketing-success/#6a7e4c761ca8
[Accessed 13 February 2020].