B9DM105 Data and Digital Marketing Analytics - CA1 - Lakshmi Narayanan - 10526790



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Benefits of Big Data in Marketing.

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In the old days, the challenges for marketers was reaching many people,  convincing them to buy their products and develop positive  brand perceptions, all to be done within the budget allocated. Brands create an ad, broadcast through channels and hope their sales increases. If it didn't, they make a new ad. But times have changed after the digital revolution.  Today's marketing challenges (IBM Analytics, 2013) are way more complicated than that,  Huge volumes of structured data from various touch-points controlled by the brand.  Huge volumes of unstructured data from all external sources like social media not controlled by the brand.  Optimizing the message for the diverse communication channels and variety of devices used by customers to interact with the brand  Changes in lifestyle and demographics of target customers.  This is where Big Data comes in to help marketers tackle these challenges by providing highly valuable customer ...
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Dimensions of Big Data - The 3V's

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