It will not be an exaggeration if we start by saying, “Big Data is shaping the future of all corporate operations.” From logistics to talent acquisition from performance evaluation to marketing campaigns, big data has been a driving force in decision-making in all corporate operations. However, the biggest impact big data has made is in the field of marketing and sales. Today, we look at some of the areas where the use of big data has helped marketeer improve the results of their marketing efforts. If you are a digital marketer or are just associated with any marketing campaigns in general, you too can sharpen up your marketing efforts using big data.
Offer Better Customer Experience
The modern consumers get hundreds if not thousands of marketing emails, SMS, and a plethora of other marketing content in their inboxes every day. How many of them actually capture the attention of the consumers? Almost none. Ok, some do manage to get a click or two, but with the digital marketing budget skyrocketing every day, do you think an online marketing campaign fetching a click or two is actually worth investing? We don’t think so.
This is where big data comes into the picture. Big data helps you to customize your marketing campaigns to target your potential customers in a highly engaging and personalized way. This not only makes the campaign relevant for the user but also makes the consumers feel special as they see only the relevant content featuring in the campaign.
Big data analytics allows you to understand the consumer behavior through the content they are accessing on your website, the device they are using to access the content or just the general content they are interested in. Based upon all those data points and understand the buying cycle of the consumers you can offer them the products and services they might be interested in. It boosts the chances of a potential customer actually becoming a customer a lot higher. You even can use the geographical locations of your consumers to offer them localized deals and offers. This approach of personalized marketing campaigns boosts your conversion rates, engagement with the customers and brand loyalty in general. So, use data to know your customers better than you already do.
Discover New Opportunities
Identifying and tapping the growth opportunities at the right time is the key to the success of any business. And with the help of big data and machine learning, you can identify any growth opportunity just in time to prepare your business for it. Using the data from your organization’s customer engagement platform with the publicly available data for the consumers your business analyst can help you identify new markets and opportunities for growth.
This field of data analytics uses predictive analytics to identify new targets and growth opportunities in the said markets. Using the predictive analytics you can evaluate the potential growth opportunity based on the market share you have in any particular region and the areas of improvement to boost those numbers.
The success of any marketing campaign can only be evaluated based upon the conversions it drove towards your business. Earlier, the marketers used the last-touch model to determine the marketing attribution. However, the issue with this approach is that it does not take into consideration the online and offline campaigns or activities that led up to the conversion. And this is where Big Data comes into play. Using big data, the marketing experts can precisely identify the events triggering the conversion and sales for all your marketing campaigns.
The marketing experts these days have strong attribution tools which enable incremental attribution through all your marketing channels like display, social media, email marketing, or the Google or Facebook ads. This makes it easier for the organization to allocate resources making all your marketing investment give the best ROI.
With the growing technology around us, the role of big data analytics in coming years is only supposed to go up in the coming years. So if you are looking to sharpen up your marketing decision making or just make your marketing campaigns even more effective, big data is the way forward. ')}