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.
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"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 | March 24, 2020
Africa is set to establish its first big data hub, boosting knowledge sharing and information extraction from complex data sets.The hub will enable the continent to access and analyse timely data relating to the Sustainable Development Goals for evidence based decision making, says Oliver Chinganya, director of the Africa Statistics Centre at the United Nations Economic Commission for Africa (UNECA).According to a study, big data is impacting positively in almost every sphere of life, such as in health, aviation, banking, military intelligence and space science.
Article | December 16, 2020
In this article, we will explore different techniques to detect money laundering activities.
Notwithstanding, regardless of various expected applications inside the financial services sector, explicitly inside the Anti-Money Laundering (AML) appropriation of Artificial Intelligence and Machine Learning (ML) has been generally moderate.
What is Money Laundering, Anti Money Laundering?
Money Laundering is where someone unlawfully obtains money and moves it to cover up their crimes.
Anti-Money Laundering can be characterized as an activity that forestalls or aims to forestall money laundering from occurring.
It is assessed by UNO that, money-laundering exchanges account in one year is 2–5% of worldwide GDP or $800 billion — $3 trillion in USD. In 2019, regulators and governmental offices exacted fines of more than $8.14 billion.
Indeed, even with these stunning numbers, gauges are that just about 1 % of unlawful worldwide money related streams are ever seized by the specialists.
AML activities in banks expend an over the top measure of manpower, assets, and cash flow to deal with the process and comply with the guidelines.
What are the punishments for money laundering?
In 2019, Celent evaluated that spending came to $8.3 billion and $23.4 billion for technology and operations, individually. This speculation is designated toward guaranteeing anti-money laundering.
As we have seen much of the time, reputational costs can likewise convey a hefty price. In 2012, HSBC laundering of an expected £5.57 billion over at least seven years.
What is the current situation of the banks applying ML to stop money laundering?
Given the plenty of new instruments the banks have accessible, the potential feature risk, the measure of capital involved, and the gigantic expenses as a form of fines and punishments, this should not be the situation.
A solid impact by nations to curb illicit cash movement has brought about a huge yet amazingly little part of money laundering being recognized — a triumph rate of about 2% average.
Dutch banks — ABN Amro, Rabobank, ING, Triodos Bank, and Volksbank announced in September 2019 to work toward a joint transaction monitoring to stand-up fight against Money Laundering.
A typical challenge in transaction monitoring, for instance, is the generation of a countless number of alerts, which thusly requires operation teams to triage and process the alarms.
ML models can identify and perceive dubious conduct and besides they can classify alerts into different classes such as critical, high, medium, or low risk. Critical or High alerts may be directed to senior experts on a high need to quickly explore the issue.
Today is the immense number of false positives, gauges show that the normal, of false positives being produced, is the range of 95 and 99%, and this puts extraordinary weight on banks.
The examination of false positives is tedious and costs money. An ongoing report found that banks were spending near 3.01€ billion every year exploring false positives.
Establishments are looking for increasing productive ways to deal with crime and, in this specific situation, Machine Learning can end up being a significant tool.
Financial activities become productive, the gigantic sum and speed of money related exchanges require a viable monitoring framework that can process exchanges rapidly, ideally in real-time.
What are the types of machine learning algorithms which can identify money laundering transactions?
Supervised Machine Learning, it is essential to have historical information with events precisely assigned and input variables appropriately captured. If biases or errors are left in the data without being dealt with, they will get passed on to the model, bringing about erroneous models.
It is smarter to utilize Unsupervised Machine Learning to have historical data with events accurately assigned. It sees an obscure pattern and results. It recognizes suspicious activity without earlier information of exactly what a money-laundering scheme resembles.
What are the different techniques to detect money laundering?
K-means Sequence Miner algorithm: Entering banking transactions, at that point running frequent pattern mining algorithms and mining transactions to distinguish money laundering. Clustering transactions and dubious activities to money laundering lastly show them on a chart.
Time Series Euclidean distance: Presenting a sequence matching algorithm to distinguish money laundering detection, utilizing sequential detection of suspicious transactions. This method exploits the two references to recognize dubious transactions: a history of every individual’s account and exchange data with different accounts.
Bayesian networks: It makes a model of the user’s previous activities, and this model will be a measure of future customer activities. In the event that the exchange or user financial transactions have.
Cluster-based local outlier factor algorithm: The money laundering detection utilizing clustering techniques combination and Outliers.
For banks, now is the ideal opportunity to deploy ML models into their ecosystem. Despite this opportunity, increased knowledge and the number of ML implementations prompted a discussion about the feasibility of these solutions and the degree to which ML should be trusted and potentially replace human analysis and decision-making.
In order to further exploit and achieve ML promise, banks need to continue to expand on its awareness of ML strengths, risks, and limitations and, most critically, to create an ethical system by which the production and use of ML can be controlled and the feasibility and effect of these emerging models proven and eventually trusted.
Article | March 30, 2020
Most businesses do not have contingency or business continuity plans that correlate to the world we see unfold before us—one in which we seem to wake up to an entirely new reality each day. Broad mandates to work at home are now a given. But how do we move beyond this and strategically prepare for—and respond to—business implications resulting from the coronavirus pandemic? Some of our customers are showing us how. These organizations have developed comprehensive, real-time operational intelligence views of their global teams—some in only 24-48 hours—that help them better protect their remote workforces, customers, and business at hand.