The potential of Big Data in Digital Marketing

Big Data is a solution to the problem of ever increasing data volume and variability.  For marketers Big Data is like a gold mine for its ability to handle complexity of information.  The ability to take data driven decisions based on Big Data analytics is a powerful resource for digital marketers.

Big Data serves four major purposes for any organization in terms of digital marketing.

1 Customer Engagement

Big Data allows you to collect as much as data possible about the customers. You can learn about who your customers are and where they are from. You can gain insights on their interactions with your online store or website. Learning about the demographics and preferences helps you to provide them a user experience which would be most suited for them. For example Big Data can help you find that most of your customers from a particular age group and when they like to be contacted and which marketing collateral will be appropriate for them.

2 Customer Retention and loyalty

Big Data can help you learn about what is the reason behind the return visits of the customers. Is it the price, the product display, the brands, the offers or any other contributing factor which is helping your customers in making a decision to return to your store? This is the most powerful insight that Big Data can give you which will help you in retaining your customers and design a well planned customer loyalty program.

3 Optimizing Marketing

Big Data will also help in keeping track of your marketing efforts. It will give you insights about which social media channel is best suited for your marketing campaign. It will help you understand how much effectively your marketing efforts were able to create desired results for you.  You can easily tweak your marketing campaign based on insights gain from Big Data analytics. For example you were able to learn through Big Data analysis that most of the audience responded to your videos than your email marketing or posts.  The next time you can channelize your efforts more towards creating videos for your brand rather than investing time in email campaign.

4 Forecast

Big Data will help you forecast when would be the best time to develop & implement marketing plans.  Big Data helps derive meaning and trends from large volume of data. With the analysis of past purchase behaviour of your customer you would be able to predict when the demand rises and when there is fall in demand. You can use this insight in making better marketing related decisions.



Conclusion

Big Data is becoming very important part of your digital marketing efforts as more and more organizations are becoming data driven.  Big Data will be able to provide value from this data which was not utilized earlier. Big data will provide competitive edge to the marketers as they will be able to make better decisions and will be well informed about the customer’s preferences. The businesses that will be not using Big data will be bring a knife to a war which is fought with guns.

About the Author:


Vaishnavi Agrawal loves pursuing excellence through writing and have a passion for technology. She has successfully managed and run personal technology magazines and websites. She currently writes for intellipaat.com, a global training company that provides e-learning and professional certification training. The courses offered by Intellipaat address the unique needs of working professionals. She is based out of Bangalore and has an experience of 5 years in the field of content writing and blogging. Her work has been published on various sites related to Big Data, Business Intelligence, Project Management, Cloud Computing, IT, SAP, Project Management and more.