How Do Marketing Companies Use Big Data?

The collection and analysis of data is becoming an increasingly integral part of how modern businesses operate. From retail markets to video game developers, data is used across a range of different industries to boost sales and improve products and services.

The use of big data has revolutionized the way companies implement marketing strategies. All kinds of companies can see benefits from the use of data, such as marketing metrics tracked by ecommerce businesses, for example. Let's take a look in more detail at how marketing companies use big data. Keep reading to find out more.

What is Big Data?

Big data is defined as data sets that are so large and complex that they cannot be managed or analyzed by traditional methodology. Big data encompasses a broad spectrum of information that is often pulled from multiple sources and through various means. For example, it can be taken from public social media posts, gathered through surveys or questionnaires, or through product purchases or online registrations.

This data is collected and stored in dedicated computer databases, where it can then be managed and sorted through the use of specialist software tools. As consumers increasingly use online services, companies are amassing more and more big data and must employ the latest measures and technologies in order to make the best use of it.

Creating Customer Profiles

Being able to effectively analyze both existing and potential customers is an incredibly useful technique that can be used to create comprehensive and accurate customer profiles. These profiles can be used to further improve marketing strategies and ensure they are appealing to target demographics and achieving the best possible results.

Customer profiles can also be used to further improve the overall customer experience. By learning in detail about specific customer preferences and behavior, businesses can optimize and streamline their platforms and services to appeal to customers on a deeper level.

Brand Awareness

Using data to appeal more to specific customer groups can also work wonders for brand awareness and reputation. Consumers respond far more positively to brands that they perceive as more personal and less detached from their individual tastes. They feel more comfortable with these brands and are more likely to purchase their products and services.

By using data, marketing companies can more effectively connect with consumers and create the impression that they are more accessible and more in touch with their customer base.

Analyze Cross-Platform Performance

Modern business is conducted across a range of different websites and platforms, including home domains and various social media channels. These are used for everything from advertising to selling products and services.

In the past, marketing companies were faced with a challenge when trying to assess the success of cross-platform campaigns. However, through the collection and analysis of big data, marketing companies can now evaluate metrics including clicks, scrolls, and purchases, and can identify which platforms these actions took place on. This means that companies can now draw up a detailed picture of their campaign as a whole, assessing which platforms are performing the best and then incorporating this information into their strategy as they move forward.

Making Future Predictions

While data can be used to analyze past consumer behavior, it is also incredibly useful for making predictions about potential future trends. Trends are vital, and marketing companies who can accurately predict them see high returns.

Today's sophisticated and advanced data analysis tools can use data to make predictions about the future. Marketing companies then use these predictions to influence how future campaigns are designed and executed, appealing to further audiences and pre-empting fluctuations in the market.

Google Analytics is a prime example of this. By analyzing data, Google can predict a range of future behaviors including purchase probability, predicted revenue, and churn probability, which is the likelihood of a user who was active in the past seven days being active again in the next seven days.

Advertising Success

Social media is commonly used to run organic marketing campaigns using native posts and content. However, companies must also be prepared to run paid advertisements across a number of different channels. These can give a real boost to businesses and work to supplement digital marketing strategies that are already in place.

However, these paid advertisements can come at a high and can eat into profit margins. Additionally, it can be tricky to evaluate just how successful they are, leading many businesses to assume they are not worth the trouble. By using big data, marketing companies can accurately assess how successful particular advertising campaigns have been, collecting information on things like click-throughs, sales, and shares to evaluate ad performance.

Data can also be used to calculate the cost-effectiveness of advertising campaigns. It does this by comparing the investment required to run the ad with the sales it has brought in.

Conclusion

We're seeing big data being used more and more by a wide range of different industries and sectors. As technology continues to improve and adapt, we can expect to see even further data integration and more widespread use of advanced artificial intelligence and machine learning systems to analyze information.