The Ad Age report (available for purchase here) includes:
Today, Big Data in marketing has a wide range of applications, from correlating ads and sales, to audience measurement, to predicting customer behavior.
Leveraging Big Data in new ways is enhancing the ability to make advertising and marketing more effective, not just cost-wise, but in the ability to shape and target messaging in a highly customizable way.
Big Data business intelligence fuels more effective customer segmentation, one-to-one and real-time marketing. Distributed processing, cloud and other data-management improvements allow marketers to work with entire databases vs. sampling, in a quick and cost-efficient way. By combining multiple data sets, new points of overlap are discovered that provide marketing insights. Marketers can microtarget audiences with messages that are relevant to them in the channels they want to receive them.
At a time when consumer expectations, fueled by mobile apps and the customer-first attitude born of the recession, are higher than ever; marketers are under pressure to support customer-satisfaction initiatives while proving return on investment for marketing spending.
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