Big Data in Marketing: 5 Use Cases
Today, Big data has become the most powerful tool in the hand of the big businesses as well as the big marketing companies to be used wisely and carefully to build up their businesses.
Marketers are using more and more tools like AI and machine learning to analyze huge databases and coming to a conclusion. They could even use predictive analysis to understand the prospects in the future and how they can adapt their communication messages.
A brilliant example of this use is Netflix. They have successfully applied the tools and technologies to create customized recommendations for their users. It is now easier than ever but challenging as well to extract the exact information you are looking for. The following are five major use cases of big data in marketing.
- Creating advertisement for a more targeted audience
Web publishers are collecting more and more data about the visitors, it is helping them to create more appropriate advertising for their customers. Google and Facebook have already started doing it by offering targeted options and third-party businesses are also offering these same choices. You could able to choose people based on the article they have read and formulated a product or a marketing strategy for them.
The data generated by the weather channel have provided a hint of the future of advertisement. They are analyzing the behavior of nearly three million location spread across the globe. This data, when combined with the climate data, is giving the advertisers opportunity to broadcast an advertisement for a super-targeted audience. A cosmetic company can target consumers living in humid climate for their oil-resistant products
- Marketers could now use semantic search
The process of Semantic search is based on searching using natural language, in place of keywords or key phrases based search. Machine learning and big data have made it possible for search engines to understand completely what a user is searching for. The next generation marketers have started to assimilate this into their website search function to enhance the user experience.
One of the finest examples of this is Walmart, Walmart uses machine learning, text analysis, and synonym mining to enhance the search accuracy in their site. According to the company source, the conversion rate has increased by 10-15% after it incorporated semantic search into their site.
- Marketing content or content marketing will be more relevant
As a wealth of data on their hand, website publishers will be able to create more relevant content for a different set of visitors based on various criteria. Content marketers will have a job on their hand to constantly change and update their content according to the demand of the specific audience. A static blog site would no more serve the purpose. It is already apparent in the google search, where the search engine will deliver different result for the same keywords in different locations, similarly, your site should look different for a different set of visitors.
It is challenging of course, but those in digital marketing cannot handle challenges and do not keep themselves updated will not be able to stay alive. The companies which will provide content that is relevant to their consumers will be the winner.
- The testing of your content could be more conclusive
Now that, a huge amount of data could be analyzed more quickly and in a variety of ways, testing could be more conclusive because the machine learning algorithms enable to create all sorts of permutation and combinations.
It is like this, a particular feature on the landing page of a website may be more appropriate for a younger audience but another one could attract the older visitor. This will give you a chance to customize your webpage for both these sets of visitors.
- Analysis powered by machine learning algorithm
The future digital marketers will have work in tandem with machines to analyze data and make decisions based on it. However, needless to say, that, the technology could never replace the human workforce completely, in fact, technology will create newer opportunities for the human mind to take the next step more decisively.
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DataFactZ is a professional services company that provides consulting and implementation expertise to solve the complex data issues facing many organizations in the modern business environment. As a highly specialized system and data integration company, we are uniquely focused on solving complex data issues in the data warehousing and business intelligence markets.