Article | July 13, 2021
When it comes to marketing today, big data analytics has become a powerful being. The raw material marketers need to make sense of the information they are presented with so they can do their jobs with accuracy and excellence. Big data is what empowers marketers to understand their customers based on any online action they take.
Thanks to the boom of big data, marketers have learned more about new marketing trends and preferences, and behaviors of the consumer. For example, marketers know what their customers are streaming to what groceries they are ordering, thanks to big data.
Data is readily available in abundance due to digital technology. Data is created through mobile phones, social media, digital ads, weblogs, electronic devices, and sensors attached through the internet of things (IoT).
Data analytics helps organizations discover newer markets, learn how new customers interact with online ads, and draw conclusions and effects of new strategies. Newer sophisticated marketing analytics software and analytics tools are now being used to determine consumers’ buying patterns and key influencers in decision-making and validate data marketing approaches that yield the best results.
With the integration of product management with data science, real-time data capture, and analytics, big data analytics is helping companies increase sales and improve the customer experience.
In this article, we will examine how big data analytics are transforming the marketing industry.
Personalized Marketing has taken an essential place in direct marketing to the consumers. Greeting consumers with their first name whenever they visit the website, sending them promotional emails of their favorite products, or notifying them with personalized recipes based on their grocery shopping are some of the examples of data-driven marketing.
When marketers collect critical data marketing pieces about customers at different marketing touchpoints such as their interests, their name, what they like to listen to, what they order most, what they’d like to hear about, and who they want to hear from, this enables marketers to plan their campaigns strategically.
Marketers aim for churn prevention and onboarding new customers. With customer’s marketing touchpoints, these insights can be used to improve acquisition rates, drive brand loyalty, increase revenue per customer, and improve the effectiveness of products and services.
With these data marketing touchpoints, marketers can build an ideal customer profile. Furthermore, these customer profiles can help them strategize and execute personalized campaigns accordingly.
Customer behavior can be traced by historical data, which is the best way to predict how customers would behave in the future. It allows companies to correctly predict which customers are interested in their products at the right time and place. Predictive analytics applies data mining, statistical techniques, machine learning, and artificial intelligence for data analysis and predict the customer’s future behavior and activities.
Take an example of an online grocery store. If a customer tends to buy healthy and sugar-free snacks from the store now, they will keep buying it in the future too.
This predictable behavior from the customer makes it easy for brands to capitalize on that and has been made easy by analytics tools. They can automate their sales and target the said customer. What they would be doing gives the customer chances to make “repeat purchases” based on their predictive behavior. Marketers can also suggest customers purchase products related to those repeat purchases to get them on board with new products.
Customer segmentation means dividing your customers into strata to identify a specific pattern. For example, customers from a particular city may buy your products more than others, or customers from a certain age demographic prefer some products more than other age demographics.
Specific marketing analytics software can help you segment your audience. For example, you can gather data like specific interests, how many times they have visited a place, unique preferences, and demographics such as age, gender, work, and home location.
These insights are a golden opportunity for marketers to create bold campaigns optimizing their return on investment. They can cluster customers into specific groups and target these segments with highly relevant data marketing campaigns.
The main goal of customer segmentation is to identify any interesting information that can help them increase revenue and meet their goals. Effective customer segmentation can help marketers with:
• Identifying most profitable and least profitable customers
• Building loyal relationships
• Predicting customer patterns
• Pricing products accordingly
• Developing products based on their interests
Businesses continue to invest in collecting high-quality data for perfect customer segmentation, which results in successful efforts.
Optimized Ad Campaigns
Customers’ social media data like Facebook, LinkedIn, and Twitter makes it easier for marketers to create customized ad campaigns on a larger scale. This means that they can create specific ad campaigns for particular groups and successfully execute an ad campaign.
Big data also makes it easier for marketers to run ‘remarketing’ campaigns. Remarketing campaigns ads follow your customers online, wherever they browse, once they have visited your website.
Execution of an online ad campaign makes all the difference in its success. Chasing customers with paid ads can work as an effective strategy if executed well. According to the rule 7, prospective customers need to be exposed to an ad minimum of seven times before they make any move on it.
When creating online ad campaigns, do keep one thing in mind. Your customers should not feel as if they are being stalked when you make any remarketing campaigns. Space out your ads and their exposure, so they appear naturally rather than coming on as pushy.
Search engines and social media data enhance this. This data can be used to analyze their behavior patterns and market to them accordingly.
The information gained from search engines and social media can be used to influence consumers into staying loyal and help their businesses benefit from the same.
These implications can be frightening, like seeing personalized ads crop up on their Facebook page or search engine. However, when consumer data is so openly available to marketers, they need to use it wisely and safeguard it from falling into the wrong hands.
Fortunately, businesses are taking note and making sure that this information remains secure.
The future of marketing because of big data and analytics seems bright and optimistic. Businesses are collecting high-quality data in real-time and analyzing it with the help of machine learning and AI; the marketing world seems to be up for massive changes. Analytics are transforming marketing industry to a different level. And with sophisticated marketers behind the wheel, the sky is the only limit.
Frequently Asked Questions
Why is marketing analytics so important these days?
Marketing analytics helps us see how everything plays off each other, and decide how we might want to invest moving forward. Re-prioritizing how you spend your time, how you build out your team, and the resources you invest in channels and efforts are critical steps to achieving marketing team success.
What is the use of marketing analytics?
Marketing analytics is used to measure how well your marketing efforts are performing and to determine what can be done differently to get better results across marketing channels.
Which companies use marketing analytics?
Marketing analytics enables you to improve your overall marketing program performance by identifying channel deficiencies, adjusting strategies and tactics as needed, optimizing processes, etc. Companies like Netflix, Sephora, EasyJet, and Spotify use marketing analytics to improve their markeitng performance as well.
"name": "Why is marketing analytics so important these days?",
"text": "Marketing analytics helps us see how everything plays off each other, and decide how we might want to invest moving forward. Re-prioritizing how you spend your time, how you build out your team and the resources you invest in channels and efforts are critical steps to achieving marketing team success"
"name": "What is the use of marketing analytics?",
"text": "Marketing analytics is used to measure how well your marketing efforts are performing and to determine what can be done differently to get better results across marketing channels."
"name": "Which companies use marketing analytics?",
"text": "Marketing analytics enables you to improve your overall marketing program performance by identifying channel deficiencies, adjusting strategies and tactics as needed, optimizing processes, etc. Companies like Netflix, Sephora, EasyJet, and Spotify use marketing analytics to improve their markeitng performance as well."
Article | February 10, 2020
There are few movie scenes I can recall from my childhood, but I vividly remember seeing the 1968 Stanley Kubrick sci-fi movie 2001 A Space Odyssey in 1970 with my older cousin. What stays with me to this day is the scene where astronaut Dave asks HAL, the homicidal computer based on artificial intelligence (AI), to open the pod bay doors. HAL's eerie reply: I'm sorry, Dave. I'm afraid I can't do that.In that moment, the concept of man vs. machine was created, predicated on the idea that machines created by man and using AI could (eventually) defy orders, position themselves in the vanguard, and overthrow humankind. Fast forward to today. Within the information governance space, there are two terms that have been used quite frequently in recent years analytics and AI. Often they are used interchangeably and are practically synonymous.
Article | November 20, 2020
As smart machines, data, and algorithms usher in dramatic technological transformation, its global impact spans from cautious optimism to doomsday scenarios. Widespread transformation, displacement, and disaggregation of world labor markets is speculated in countries like India, with an estimated 600 million workforce by 2022, as well as the global labor market. Even today, we are witnessing the resurgence of 'hybrid' jobs where distinctive human abilities are paired with data and algorithms, and 'super' jobs that involve deep tech. Our historical response to such tectonic shifts and upheavals has been predictable so far - responding with trepidation and uncertainty in the beginning followed by a period of painful transition. Communities and nations that can sense and respond will be able to shape social, economic, and political order decisively. However, with general AI predictably coming of age by 2050-60, governments will need to frame effective policies to respond to their obligations to their citizens. This involves the creation of a new social contract between the individual, enterprise, and state for an inclusive and equitable society.
The present age is marked by automation, augmentation, and amplification of human talent by transformative technologies. A typical career may go through 15-20 transitions. And given the gig economy, the shelf-life of skills is rapidly shrinking. Many agree that for the next 30 years, the nature and the volume of jobs will get significantly redefined. So even as it is nearly impossible to gaze into the crystal ball 100 years later, one can take a shot at what jobs may emerge in the next 20-30 years given the present state. So here is a glimpse into the kind of technological changes the next generation might witness that will change the employment scenario:
RESTORATION OF BIODIVERSITY
Our biodiversity is shrinking frighteningly fast - for both flora and fauna. Extinct species revivalists may be challenged with restoring and reintegrating pertinent elements back into the natural environment. Without biodiversity, humanity will perish.
Medicine is rapidly getting personalized as genome sequencing becomes commonplace. Even today, Elon Musk's Neuralink is working on brain-machine interfaces. So you may soon be able to upload your brain onto a computer where it can be edited, transformed, and re-uploaded back into you. Anti-aging practitioners will be tasked with enhancing human life-spans to ensure we stay productive late into our twilight years. Gene sequencers will help personalize treatments and epigenetic therapists will manipulate gene expression to overcome disease and decay. Brain neurostimulation experts and augmentationists may be commonplace to ensure we are happier, healthier, and disease-free. In fact, happiness itself may get redefined as it shifts from the quality of our relationships to that between man-machine integration.
THE QUANTIFIED SELF
As more of the populace interact and engage with a digitized world, digital rehabilitators will help you detox and regain your sense of self, which may get inseparably intertwined with smart machines and interfaces.
DATA-LED VALUE CREATION
Data is exploding at a torrid pace and becoming a source of value-creation. While today's organizations are scrambling to create data lakes, future data-centers will be entrusted with sourcing high-value data, securing rights to it, and even licensing it to others. Data will increasingly create competitive asymmetries amongst organizations and nations. Data brokers will be the new intermediaries and data detectives, analysts, monitors or watchers, auditors, and frackers will emerge as new-age roles. Since data and privacy issues are entwined together, data regulators, ethicists, and trust professionals will thrive. Many new cyber laws will come into existence.
HEALING THE PLANET
As the world grapples with the specter of climate change, our focus on sustainability and clean energy will intensify. Our landfills are choked with both toxic and non-toxic waste. Plastic alone takes almost 1000 years to degrade, so landfill operators will use earthworm-like robots to help decompose waste and recoup precious recyclable waste. Nuclear fusion will emerge as the new source of clean energy, creating a broad gamut of engineers, designers, integrators, architects, and planners around it. We may even generate power in space. Since our oceans are infested with waste, a lot of initiatives and roles will emerge around cleaning the marine environment to ensure natural habitat and food security.
TAMING THE GENOME
As technologies like CRISPR and Prime-editing mature, we may see a resurgence of biohackers and programmable healthcare. Our health and nutrition may be algorithmically managed. CRISPR-like advancements will need a swathe of engineers, technicians, auditors, and regulators for genetically engineered health that may overcome a wide variety of diseases for longer life-expectancy.
THE RISE OF BOTS
Humanoid and non-humanoid robots will need entire workforce ecosystems around them spanning from suppliers, programmers, operators, and maintenance experts to ethicists and UI-designers. Smart robot psychologists will have to counsel them and ensure they are safe and friendly. Regulators may grant varying levels of autonomy to robots.
DATA LOADS THE GUN, CREATIVITY FIRES THE TRIGGER
Today's deep-learning Generative Adversarial Networks (GANs) can create music like Mozart and paintings like Picasso. Such advancements will give birth to a wide array of AI-enhanced professionals, like musicians, painters, authors, quantum programmers, cybersecurity experts, educators, etc.
FROM AUGMENTATION TO AUTONOMY
Autonomous driving is about to mature in the next few years and will extend to air and space travel. Safety will exceed human capabilities and we may soon reach a state of diminishing returns where we will employ fewer humans to prevent mishaps and unforeseen occurrences. This industry will need supportive command center managers, traffic analyzers, fleet managers, and people to ensure onboarding experience.
BLOCKCHAIN BECOMES PERVASIVE
Blockchain will create a lot of jobs for its mainstream and derivative applications. Even though most of its present applications are in Financial Services, Supply Chain, and Asset Management industries, very soon its adoption and integration will be a lot more expansive. Engineers, designers, UI/UX experts, analysts, auditors, and regulators will be required to manage blockchain-related applications. With Crypto being one of its better-known applications, a lot of transaction specialists, miners, insurers, wealth managers, and regulators will be needed. Crypto exchanges will come under the purview of the regulatory framework.
3D PRINTING TURNS GAME-CHANGER
Additive manufacturing, also popularly called 3D printing, will mature in its precision, capabilities, and market potential. Lab-grown, 3D-printed food will be part of our regular diet. Transplantable organs will be generated using stem cell research and 3D printing. Amputees and the disabled will adopt 3D-printed limbs and prosthetics. Its applications for high-precision reconstructive surgery are already commonplace. Pills are being 3D printed as we speak. So again, we are looking at 3D printers, operators, material scientists, pharmacists, construction experts, etc.
THE COLONIZATION OF OUTER SPACE
Amazon's Blue Origin and Elon Musk's SpaceX signal a new horizon. As space tech gets into a new trajectory, a new breed of commercial space pilots, mission planners, launch managers, cargo experts, ground crew, experience designers, etc. will be required. Since we have ravaged the limited resources of our planet already, mankind will need to venture into asteroid mining for rare and precious metals. This will need scouts and surveyors, meteorologists, remote bot operators, remotely managed factories, and whatnot.
THE HYPER-CONNECTED WORLD
By 2020, we already have anywhere between 50-75 billion connected devices. By 2040, this will likely swell to more than 100 trillion sensors that will spew out a dizzying volume of real-time data ready for analytics and AI. A complete IoT system as we know it is aware, autonomous, and actionable, just like a self-driving car. Imagine the number of data modelers, sensor designers and installers, signal architects and engineers that will be needed. Home automation will be pervasive and smart medicines, implants, and wearables will be the norms of the day.
DRONES USHER IN DISRUPTION
Unmanned aerial and underwater drones are already becoming ubiquitous for applications in aerial surveillance, delivery, and security. Countries are awakening to their potential as well as possibilities of misuse. Command centers, just like that for space travel, will manage them as countries rush to put in a regulatory framework around them. An army of designers, programmers, security experts, traffic flow optimizers will harness their true potential.
SHIELDING YOUR DATA
With data come cyber threats, data breaches, cyber warfare, cyber espionage, and a host of other issues. The more data-dependent and connected the world is, the bigger the problem of cybersecurity will be. The severity of the problem will increase manifold from the current issues like phishing, spyware, malware, viruses and worms, ransomware, DoS/ DDoS attacks, hacktivism, and cybersecurity will indeed be big business. The problem is that threats are increasing 10X faster than investments in this space and the interesting thing is that it is a lot more about audits, governance, policies, and compliance than technology alone.
FOOD-TECH COMES OF AGE
As the world population grows to 9.7 billion people in 2050, cultured food and lab-grown meat will hit our tables to ensure food security. Entire food chains and value delivery networks will see an unprecedented change. Agriculture will be transformed with robotics, IoT, drones, and the food-tech sector will take off in a big way.
QUANTUM COMPUTING SOLVES INTRACTABLE PROBLEMS
Finally, while the list is very long, let’s touch upon the advent of qubits, or Quantum computing. With its ability to break the best encryption on the planet, the traditional asymmetric encryption, public key infrastructure, digital envelopes, and digital certificates in use today will be rendered useless. Bring in the quantum programmers, analysts, privacy and trust managers, health monitors, etc.
As we brace for the world that looms large ahead of us, the biggest enabler that will be transformed itself will be Education 4.0. Education will cease to be a phase in your life. Life-long interventions will be needed to adapt, impart, and shape the skills of individuals that are ready for the future of work. More power to the people!