How Big Data Breaks Down the Barriers Between Online and Offline Marketing
Posted: Sun Dec 15, 2024 8:54 am
In this article you will realize that these barriers do not exist, since Big Data Marketing is worked with data collected from both the online and offline world.
There is a tendency to relate Big Data only with digital marketing , so in kazakhstan phone number data this article we review what it is, its importance for online and offline marketing strategies, and how it eliminates the barriers between both areas.
Big Data “are information assets characterized by their high volume, speed and variety, which demand innovative and efficient processing solutions to improve knowledge and decision-making in organizations . ”
Simply put, Big Data is large volumes of information collected strategically . Important, as mentioned in the quote: volume, velocity and variety, and also, two more characteristics recently added to this concept: veracity and value.
Volume has to do with quantity; speed with how close we are to the real time of the data; variety with the sources; veracity with the fidelity of the information; and value with the importance it has for our strategy.
These characteristics are important because they help to discriminate information and understand which data is valuable according to the purpose for which it is being collected and analyzed.
Let's look at some examples of data that are transformed into Big Data . These can be messages that we share publicly on a social network, photographs or videos, or a large and complex database of products sold by a supermarket chain.
But in technical terms, Big Data information sources are classified differently. Depending on the source, data can be: structured, semi-structured and unstructured, with structured data being those pieces of information that have a defined format and length, for example the precise coordinates of a GPS location.
Semi-structured and unstructured data are those that require interpretation in order to define the characteristics of the information they contain. Examples of these are texts, photographs and videos.
And how is all this information we are talking about collected? It can be collected by people, machines, sensors or business management systems such as CRM (Customer Relationship Management) or ERP (Enterprise Resources Planning).
In the case of information collected by people or machines, it is of course important that it is then digitized so that it can go through the Big Data process : storage, processing, distribution (on different processors if necessary), application of algorithms and results.
Let's see now what it is used for, apart from the popular uses of algorithms on Facebook, YouTube, Spotify and Google to improve our searches and choices... Big Data has much more to offer!
Big Data can be used to:
The applications and uses can be very varied, we will mention some examples in an illustrative way to understand their scope and variety.
Identify patterns of behavior in a purchase .
Purchase predictions, travel destination to choose, electoral voting.
Improving an academic curriculum with a historical survey of those subjects with the highest dropout rate.
Improving traffic by identifying people's usual routes.
Improving the wireless internet network by identifying areas with lower and higher browsing speeds.
Identification of new business opportunities.
Decoding of DNA chains.
Inter alia.
As we can see, the application is extensive and covers areas of health, science, politics, education and telecommunications. It is enough to imagine what information we are generating on a massive scale and what it would be useful to systematize and analyze it.
Another way to group the type of data collected (according to the most relevant data grouped by the IBM consultancy in 2014) is in these 4 categories:
Web and social media
M2M (Machine to Machine)
Big Transaction Data
Biometrics
Human generated
Now yes. With all this contextualization, let's see:
There is a tendency to relate Big Data only with digital marketing , so in kazakhstan phone number data this article we review what it is, its importance for online and offline marketing strategies, and how it eliminates the barriers between both areas.
Big Data “are information assets characterized by their high volume, speed and variety, which demand innovative and efficient processing solutions to improve knowledge and decision-making in organizations . ”
Simply put, Big Data is large volumes of information collected strategically . Important, as mentioned in the quote: volume, velocity and variety, and also, two more characteristics recently added to this concept: veracity and value.
Volume has to do with quantity; speed with how close we are to the real time of the data; variety with the sources; veracity with the fidelity of the information; and value with the importance it has for our strategy.
These characteristics are important because they help to discriminate information and understand which data is valuable according to the purpose for which it is being collected and analyzed.
Let's look at some examples of data that are transformed into Big Data . These can be messages that we share publicly on a social network, photographs or videos, or a large and complex database of products sold by a supermarket chain.
But in technical terms, Big Data information sources are classified differently. Depending on the source, data can be: structured, semi-structured and unstructured, with structured data being those pieces of information that have a defined format and length, for example the precise coordinates of a GPS location.
Semi-structured and unstructured data are those that require interpretation in order to define the characteristics of the information they contain. Examples of these are texts, photographs and videos.
And how is all this information we are talking about collected? It can be collected by people, machines, sensors or business management systems such as CRM (Customer Relationship Management) or ERP (Enterprise Resources Planning).
In the case of information collected by people or machines, it is of course important that it is then digitized so that it can go through the Big Data process : storage, processing, distribution (on different processors if necessary), application of algorithms and results.
Let's see now what it is used for, apart from the popular uses of algorithms on Facebook, YouTube, Spotify and Google to improve our searches and choices... Big Data has much more to offer!
Big Data can be used to:
The applications and uses can be very varied, we will mention some examples in an illustrative way to understand their scope and variety.
Identify patterns of behavior in a purchase .
Purchase predictions, travel destination to choose, electoral voting.
Improving an academic curriculum with a historical survey of those subjects with the highest dropout rate.
Improving traffic by identifying people's usual routes.
Improving the wireless internet network by identifying areas with lower and higher browsing speeds.
Identification of new business opportunities.
Decoding of DNA chains.
Inter alia.
As we can see, the application is extensive and covers areas of health, science, politics, education and telecommunications. It is enough to imagine what information we are generating on a massive scale and what it would be useful to systematize and analyze it.
Another way to group the type of data collected (according to the most relevant data grouped by the IBM consultancy in 2014) is in these 4 categories:
Web and social media
M2M (Machine to Machine)
Big Transaction Data
Biometrics
Human generated
Now yes. With all this contextualization, let's see: