Gone are the days when marketing decisions were guided by intuition and experience. Important marketing decisions are now determined by big data.

This refers to the study and application of big, complex data sets, which cannot be processed by traditional data-processing applications. These figures generate insights that can lead to better business decisions and strategic moves. The application of the right technology improves the quality of decision making and detailing processes.

As the number of outputs and customer characteristics have increased, companies are faced with huge volumes of both structured and unstructured data. This level of processing is beyond the capacity of traditional databases and software techniques. I use Google Analytics extensively in my work and also have my hands on a couple of big data tools.

Digital marketing is my area of expertise, so I know where businesses can start when using big data in digital marketing.

In this article, you will learn three examples of how big data can be leveraged for digital marketing success. Designing Better Marketing Campaigns Big data enables companies to better target the core needs of customers by developing rich and informative content. Let’s understand how it helps companies collect data about customer behaviours. One example is cookie files. They collect information about customers’ activities as they browse the internet, generating personalized data in the process. Campaigns that use big data are more effective than aggregative advertising used in the past.

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