Marketing: Big Data, an indispensable tool for a successful campaign

In the age of Big Data, the analysis and use of data by businesses has already become essential to remain competitive in marketing. Find out how Big Data can drive digital advertising campaigns, and how to get the data to process.

Not so long ago, before the digital revolution, the job of a marketer consisted mainly of writing flyers, producing television commercials and attractive billboards. Those days are long gone.

Today’s marketers must statistical studyand navigate through countless channels, and manage to target no longer crowds, but individuals corresponding trait for trait to the clientele targeted by a campaign. Fortunately, thanks to the mass of data generated by the different uses of the Internet, it is now possible to obtain more consumer information than ever before before.


Smartphones, tablets and their applications, online shopping, or social networks allow you to better understand the personality and desires of users. However, to do this, you need to know how to collect and analyse this information.

Big Data and Digital Marketing

In a 2015 survey of more than 500 small and mid-sized US companies conducted by 2nd Watch, 86% of the companies surveyed said they use or plan to use Big Data to strengthen their digital marketing. Moreover, 75% of those who already use Big Data say that these measures have proved to be “fairly effective” or “extremely effective”. In addition, 83% count Extend the use of Big Data to their campaign organization advertising.


According to the same study, there are three main uses of Big Data for digital marketing. 29% of companies use big data to better understand the will of their customers. 18% use it for improve their supply chain. Finally, 16% find it an opportunity to improve the quality of their strengthen their advertising campaigns and their promotional operations.

How to target consumers with Big Data?

In the field of digital marketing, online data is the lifeblood of the war. Marketers need to collect it and integrate it into their databases. Without even mentioning Big Data, achieving retrieve a consumer’s e-mail is far more cost-effective than collecting data offline such as a person’s postal address, telephone number or name. On average, the return on investment of e-mail marketing is estimated at $40 for $1..

In addition to contact by e-mail, there are now new forms of digital marketing, such as the content marketing or paid search marketing. In the face of the popularization of these new methods, however, the Big Data presents itself as the new way to stand out to stay competitive with the competition.


As a reminder, Big Data encompasses new data generated by the use of the Internet, such as publications on social networks, searches on search engines, or online transactions. To collect and use this data efficiently, the most sensible solution is to use a DaaS provider (Data-as-a-Service).

It retrieves the relevant data at the source, in real time, and then provides accurate and specific Data Assets that allow the company or its partners to contact a potential customer through different channels to personalized proposals. Ideally, this method also makes it possible to approach the customer at the precise moment when the customer is ready to be contacted.where he’s looking for the product we want to sell him.

Big Data’s six main sources

There are six main sources for Big Data. These can be undermined by DaaS providers in order to establish a list of customers linked by commonalities and clearly identified by their email addresses, or their profiles on social networks for example.


1 – Web Mining : By undermining the open web, it is possible to compile a lot of data through automated processes. Documents and web servers are full of unstructured data. It can be extracted from a server log file, information about a link or activity on a site or browser, or the content and documents on a page.

2 – Research information These data can be obtained by tracking user activity and behaviour on different browsers. It is also possible to identify the digital audience by associating this data with their online identities.

3 – Social networks On average, an Internet user spends two and a half hours a day on social networks. A lot of data can be collected by consulting the personal preferences displayed, the contents This includes “likes”, group memberships, sharing and other user comments.

4 – Crowd Sourcing Data can be obtained by compiling several sources, or simply by relying on the forums, surveys, and other studies that abound on the Internet.

5 – Transactional : These data come from transactions carried out on the web. They include purchases, but also requests, requests for guarantees, deposits, flight bookings, etc… this is financial data, but also logistical data.

6 – Mobile In terms of volume, mobile data is in first place. This data comes from the many applications available on smartphones and tablets.

In conclusion, Big Data allows to identify consumers accurately and to orchestrate marketing campaigns that are more targeted than ever before, thanks to the numerous data sources linked to the Internet.

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