Page 11 - index
P. 11
RESEARCH, ANALYSIS & TRENDS
Brands are now experienced inter- and the programs are getting more Increasing complexity requires
media in magazines, on the and more user-friendly; and power- infrastructure and systems
smartphone or on social networks, ful analysis tools allow for individu-
across the virtual and real worlds, alization in real-time. Because of the increasing digitaliza-
making it obvious that media con- tion, campaigns are now planned
vergence requires an optimum com- As a result, it is easier to select the with a variety of media channels.
bination and integration of online customer from the database ac- The integration of online channels -
and offline. cording to specific criteria, so that such as e.g. search advertising,
actions are becoming more accu- display advertising, social media or
Big Data and data mining opti- rate while minimizing wastage. newsletters - with the traditional of-
mizes the selection fline channels, like TV or print, is
Monitor the journey of the cus- now standard, as consumers com-
You probably can’t hear it anymore, tomer in the purchase decision bine different information. Purchase
yet, "Big Data" is one of the hot top- process channels and information search,
ics discussed manifold from a tech- purchase initiation and buying im-
nical point of view. However, since The customer journey shows all pulse, often take place in other
it is not a pure IT issue, but one that contact points of a user on the road channels than the actual purchase,
usually leads to major changes in to a defined action, taking into ac- making cross-media communication
the company, it is the duty of the count all marketing channels a con- more demanding. In fact, this re-
management to handle it: Big Data sumer encountered over that spe- quires systems and tools commonly
does not identify the mass of data, cific period. The tracking and analy- used in marketing automation.
but rather the benefit for companies sis of the customer's path is in the
received from all that information. forefront. Hence, finding out which The enormous potential of alterna-
advertising material makes the tives for the measurement and anal-
Big Data enables marketing with main contribution to the product ysis of online marketing campaigns,
comprehensive market analyzes sales is important: It can be ana- and the rapidly growing number of
and market monitoring, allowing it to lyzed which and how many touch- communication channels at the
focus on the particular individual. points consumers need to make a same time, however, increase the
Furthermore, Big Data enables decision and at what stage of the complexity and confusion in the
making informed predictions directly decision-making process what kind overall consideration of the activi-
from the data and algorithms, with- of combination of different media ties. Actually, complexity has in-
out requiring interpretation of the seems to perform particularly well. creased to such an extent that a
results by experts. Knowing all this can help business- manual campaign controlling has
es to distribute their advertising in a become almost impossible. ◊
Besides that, advances in infor- more targeted manner to those
mation technology have led to new channels that are most effective By Daniela La Marca
opportunities in data warehousing: and efficient in the relevant phase.
Storage has become inexpensive
21—22 October 2015, Marina Mandarin
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
Brands are now experienced inter- and the programs are getting more Increasing complexity requires
media in magazines, on the and more user-friendly; and power- infrastructure and systems
smartphone or on social networks, ful analysis tools allow for individu-
across the virtual and real worlds, alization in real-time. Because of the increasing digitaliza-
making it obvious that media con- tion, campaigns are now planned
vergence requires an optimum com- As a result, it is easier to select the with a variety of media channels.
bination and integration of online customer from the database ac- The integration of online channels -
and offline. cording to specific criteria, so that such as e.g. search advertising,
actions are becoming more accu- display advertising, social media or
Big Data and data mining opti- rate while minimizing wastage. newsletters - with the traditional of-
mizes the selection fline channels, like TV or print, is
Monitor the journey of the cus- now standard, as consumers com-
You probably can’t hear it anymore, tomer in the purchase decision bine different information. Purchase
yet, "Big Data" is one of the hot top- process channels and information search,
ics discussed manifold from a tech- purchase initiation and buying im-
nical point of view. However, since The customer journey shows all pulse, often take place in other
it is not a pure IT issue, but one that contact points of a user on the road channels than the actual purchase,
usually leads to major changes in to a defined action, taking into ac- making cross-media communication
the company, it is the duty of the count all marketing channels a con- more demanding. In fact, this re-
management to handle it: Big Data sumer encountered over that spe- quires systems and tools commonly
does not identify the mass of data, cific period. The tracking and analy- used in marketing automation.
but rather the benefit for companies sis of the customer's path is in the
received from all that information. forefront. Hence, finding out which The enormous potential of alterna-
advertising material makes the tives for the measurement and anal-
Big Data enables marketing with main contribution to the product ysis of online marketing campaigns,
comprehensive market analyzes sales is important: It can be ana- and the rapidly growing number of
and market monitoring, allowing it to lyzed which and how many touch- communication channels at the
focus on the particular individual. points consumers need to make a same time, however, increase the
Furthermore, Big Data enables decision and at what stage of the complexity and confusion in the
making informed predictions directly decision-making process what kind overall consideration of the activi-
from the data and algorithms, with- of combination of different media ties. Actually, complexity has in-
out requiring interpretation of the seems to perform particularly well. creased to such an extent that a
results by experts. Knowing all this can help business- manual campaign controlling has
es to distribute their advertising in a become almost impossible. ◊
Besides that, advances in infor- more targeted manner to those
mation technology have led to new channels that are most effective By Daniela La Marca
opportunities in data warehousing: and efficient in the relevant phase.
Storage has become inexpensive
21—22 October 2015, Marina Mandarin
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
