Using Big Data to Make Marketing Decisions for 2023

As 2023 approaches and the final quarter is about to begin, it is time to start preparing. Analyzing data, and monitoring customer behavior in response to your 广告, newsletters, 等等......。 should be among the prep work you do. Setting yourself up to gather more and better data from your website will also provide benefits going into 2023. The secret to success in those tasks may lie in big data.

大数据-概述

Big data is a label for data that differs from the usual customer information, 销售统计, 客户人口统计, 等等......。. This variety of data stands out from the rest in terms of:

• 体积 -可用的数据量
• 各种 -不同类型的数据收集
• 速度 -新数据积累的速度
• 真实性 -数据质量

A 5-terabyte file containing customer data from 2020 and 2021 is not “big” data. A continuously updating record of thousands of site visits hourly, 每个访问者都有几十个变量, that goes back 24 months is a different matter. That data source has volume, variety, and velocity. Thirty million data points from 2021 do not count, either. 但是上个月的3000万个数据点, 与前一个月相比, 将数, especially if you can be confident the data are valid.

四种营销应用

Big data offers insights that companies can apply to a variety of marketing activities:

• 建立更好的客户关系 – Through varied and voluminous data on what your customers do on your site, 他们如何回复邮件, 等等......。, you can do a better job of appealing to their interests.
• 更好的品牌定位 – You can develop a better understanding of how your target customers see your brand, 你们和其他公司相比如何, and how any efforts to improve your positioning.
• 优化价格 – You can guess that a small price hike will not hurt sales or that a modest discount will get some more sales, but analyzing the right kind of data makes it easier to know when, 有多少, 对谁来说呢?.
• 设计活动和广告 – Pricing is only one part of a good advertising campaign. 头条新闻, 图片, 按钮文字, and other variables matter; and all can be tested or selected based on marketing data.

Big data, used properly can improve a company’s advertising, branding, and marketing.

利用大数据改进营销策略

The high volume and variety of rapidly changing data can support important marketing tactics and strategies.

• 内容营销 ——报告, 信息图, 视频, 电子邮件通讯, and other content focused on information rather than advertising is super valuable in many industries. 那么应该发表什么呢? Studying a mass of diverse data points and unstructured data, 比如评分和评论, might reveal new and valuable subjects to cover.
• A/B测试及其他 -这一标准的文案, where you vary one key element of an ad and compare the response rate, works better in regards of the more data you have, 它进来得越快. A test of two envelope teasers might take two months, 两周发两封邮件, 有几天会有两个按钮.
• 竞争对手分析 – 业务es tend to be active on two or more social media channels. 他们发布的内容, 当他们发帖时, and how readers respond are all things you can analyze and learn from. Numbers are valuable, but so is qualitative information on headline text, calls to action, and more. Big data applications that collect and summarize this competitor information can be useful in creating a competitive 社交媒体策略.
• (近)实时数据分析 -使用网站访问者的大量数据, 他们在网站上的行为, and their shopping habits to spot trends and more. Marketing is the most obvious way to use this real-time data.
• 定位你的营销活动 – Use analytical tools to learn about open rates, 点击率, 订单数量, 随着数据的输入，这个数字还会增加. This time of data collection and analysis makes it easier for businesses to customize marketing messages and exclusive offers that will be effective.

Some Strategic Applications to Employ in 2023

Consider how to access and interpret the vast amount of data your business must capitalize on trends, 影响现有客户, 吸引新客户, 风险管理.

• 把握趋势 - Examine trends and buying patterns in 2022 to set the stage for a better 2023. This will help you decide where to allocate marketing resources for 2023. Some products or services fade in popularity while others gain in popularity. Traditionally, it might take a couple of months to notice that demand for something was decreasing. 现在, 电子商务软件 offers the ability to track massive amounts of data in real-time or close to it. When you have this level of insight into consumer behavior you can make rapid changes to offers, 折扣, 营销信息.
• 影响消费者行为 -很多企业就是这么做的. 亚马逊使用你的购买历史记录, 保存到您的愿望清单的项目, and even the buying habits of people with a similar purchase history to present items you might also like. A site that offers financial planning information will serve up 广告 for a variety of related products and services. The site owners might discover a sudden interest in, 例如, 反向抵押贷款或贵金属. They can create and publish content on those topics to attract more readers, 并收取更多的广告费用.
• 降低了风险 - This big data function is most relevant in financial services and healthcare. Companies in both industries handle sensitive data, and the penalties for exposing that data to unauthorized parties, 或者被偷, 可能会很严重. Various stats on email, spam, potential bot activity can all point to specific new security threats.

Big Data and Smart Analysis Le广告 to Better Marketing Decisions

The vast volume of customer data and competitor data that so many organizations can access today should be used to make marketing decisions. Big data offers a vast new level of insight into different patterns and trends, 所以利用它在商业上是有意义的.