3 Major Impacts of Big Data Analytics in Marketing Organizations

By Marianne Chrisos - Last Updated on August 21, 2018
Impact of Big Data Analytics in Marketing Organizations

What if you could use big data analytics to create more meaningful and personalized marketing campaigns for your clients?

Big data is everywhere. It refers to the ability to use technology to analyze and meaningfully interpret large amounts of raw data that is available to businesses through purchases, customer interactions, and more.

The data sets that comprise big data can come from almost anywhere and be unique to each business or industry. One of the most interesting parts about big data analytics is its ability to pull data from disparate sources, like Twitter mentions as well as sales records, and combine the data to create interpretations based on the parameters given.

Data driven marketing is helping marketing organizations rethink how they run their marketing and advertising. Data allows marketers solid evidence on what is working to reach and resonate with customers and what efforts aren’t returning on their investment or helping the company grow their business. In this way, marketing and data analytics helps to both save companies money on marketing that is ineffective, and maximize their effective efforts to help grow the bottom line.

Here are some of the ways that big data analytics are changing how marketers are running their campaigns and thinking about their customers.

Better Understanding of Customer Insights

Successful marketing is more than just catching a customer’s attention. In fact, studies and data have shown that the most successful marketing efforts stem from building a relationship with customers and creating meaningful brand awareness. This is done by working to understand what customers want to see and hear.

Big data helps marketing teams understand things like how long customers stay on a webpage, what social media postings they respond to, and what emails are open and clicked-thru. It can also help marketers better understand where their customers spend their time and devote more resources and budget there. All of these factors can help marketers design better pieces that continue to get attention from customers but also add value to their lives.

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Personalized and targeted marketing

Another benefit to the insight of big data analytics and marketing is that analytics can lead to insight about engagement as well as unique customer factors and information that can lead marketers to launch targeted and personalized campaigns based on their customer.

For instance, Tom might be interested in golfing, fishing, and other outdoor activities and this knowledge has been delivered to marketers through big data analytics. That means they can create content that will speak to Tom’s interest and how they relate to their business.

Beyond engagement

One of the biggest pieces of the big data puzzle is that while it can absolutely create higher engagement with clients and customers from a marketing standpoint, it also leads to success beyond that.

Knowing what a client is interested in or what they value means that not only can you create better web design or more personalized email marketing, but also create content that keeps delivering solutions. It can help marketers develop goals and objectives beyond just getting someone to buy a product or service, and help create better, more nuanced solutions that create loyalty in the long run.

With the use of big data analytics over time, your business and marketing team will begin to notice a good impact on your product line or brand awareness. Big data and marketing analytics will continue to change marketing processes and help you to boost insights that will have a relevant impact on your advertising campaigns and marketing strategies.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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