The challenges of the exploding data are well understood; however, the potentials of Big Data analysis for marketers are not sufficiently highlighted. In a more specific context such as marketing, it can have many meanings, including customer flow, the interaction metrics, a customer newsletter, or advertising performance.
A vision change as data keeps growing
In recent years, the marketer has lost 360 degrees, a vision he had before the Internet, mobile, social networks and all this massive collection of all kinds of data. The big changes in the digital engagement and advertising has transformed the marketing competition – Marketers need to think of how to leverage Big data to optimize their marketing strategy and media buying and to target the right audience at the granular level.
In the digital era, data should be used as a basis for marketing strategies, content creation and the development of real-time campaigns. Moreover, it is extremely rewarding to use data to achieve the marketing goals. The overall objective is to build commitment of the target audience and have more confidence in producing direct results. It is time for advertising agencies to exploit the value of the collected data and use data to create marketing messages that will affect consumers.
The new marketing game needs effective data solutions
The era of assumptions and approximations are gone! Marketers can quickly find themselves flooded with information about consumers. The low performance data analysis elements could make the marketers think that the data-driven marketing is really very complicated. But how to effectively use internal data such as the data from the websites, social media, direct mails and television?
To exploit the value of data for marketing campaigns, we must first learn how to collect, process and reproduce data, all in a matter of seconds, to allow the data to inform the customer. A few seconds are enough to miss an opportunity to target customers and optimize its advertising.
While many components have to be arranged internally, external experts are available to facilitate the implementation of the data processing function, and to better target customer needs. By combining data sets within a centralized data management platform (Data Management Platform, or DMP), brands can communicate with their customers and prospects and to change their behavior during the sales cycle.
Publishers and brands both take actions in personalized marketing
The use of DMP to identify the right target shows whether the site visitors have made a purchase, and by making use of a third-party data, whether financial, age or fashion life have influenced their conversion. The combination of internal and external data can reveal trends in initial targets of the brand as it has not had the tools or data to see before. Trends may disclose and provide a solid basis for testing new strategies.
The ability to target audiences anonymously by activity, preferences and buying behavior is an invaluable tool for brands. Advertisers now have more information about their target audiences, allowing them to define incredibly effective strategies to achieve their targets. Thus, the publisher no longer leads the single action; brands also decide where an ad should appear based on the own knowledge of their customer base. This knowledge, coupled with high-end inventory, allows publishers and marketers to offer a truly personalized experience via qualified broadcast media or media.
The media intelligence
The marketing strategies driven by data enable brands to select the communication channel to target audience and the best time to touch, and thus properly position their campaigns. This practice helps to learn, react and optimize the marketing strategy to position the brand itself against the current competitive landscape.
Taking the reins of data-driven marketing, professionals can not only build stronger relationships with their customers, but also able to measure success of their campaigns in the marketing competition.