{"id":3730,"date":"2024-05-03T00:00:00","date_gmt":"2024-05-03T00:00:00","guid":{"rendered":"https:\/\/www.educa.pro\/big-data-marketing"},"modified":"2026-06-10T12:40:03","modified_gmt":"2026-06-10T12:40:03","slug":"big-data-marketing","status":"publish","type":"post","link":"https:\/\/educa.pro\/en\/articulos\/big-data-marketing\/","title":{"rendered":"Big Data in marketing: how to improve your segmentation"},"content":{"rendered":"

Have you ever wondered what happens on the internet in 60 seconds? According to theDOMO\u2019s annual report<\/strong><\/a>, by the end of 2023, each person was generating 102 Mb of data per minute. During the same period, 360,000 tweets were posted on X, 241 million emails were sent and 694,000 Reels were shared via Instagram messages, and Taylor Swift\u2019s music was played 69,400 times. This situation, brought about by the evolution and development of technology, has created what is known as big data<\/strong>. <\/p>

Indeed, brands have used this environment of big data to gain a better understanding of their customers, identify trends in consumer behaviour and improve the effectiveness of their campaigns. This has paved the way for the big data marketing<\/strong>. <\/p>

Big data marketing: getting closer to users <\/h2>

The big data<\/strong>, broadly speaking, has its origins in the explosion of quantitative data in the digital context. It is a phenomenon closely linked to technological progress: the more digital platforms there are, the more data is generated. In this regard, the big data<\/strong> refers to a dataset whose size exceeds the capacity of standard database software tools to capture, store, manage and analyse (McKinsey Global Institute, 2011<\/strong><\/a>). <\/p>

Based on this definition, the big data marketing <\/strong>It is a strategy that collects data from various sources, such as commercial transactions, social media interactions<\/a>, internet browsing behaviour or demographic data. This data is process and analyse<\/strong> using advanced data analysis tools to extract valuable insights about customers and the market. <\/p>

In this way, brands can segment their audience<\/strong> more precisely, personalise customer experiences<\/strong><\/a>, to improve the effectiveness of advertising and marketing campaigns, identify opportunities<\/strong> market share and optimise the return on marketing investment. <\/p>

Personalisation as part of big data marketing <\/h2>

Haven\u2019t you ever found that sometimes, when you\u2019re browsing the web, an advert pops up for a product you actually want or need? No, it\u2019s not magic or a coincidence. It\u2019s called customisation<\/strong> and it is key to the big data marketing<\/strong>. By tracking clicks on specific links, search history, form submissions or the time spent viewing content on a particular topic, companies gain an insight into consumer behaviour and preferences. <\/p>

Here are a few ways in which personalisation is integrated into big data marketing: <\/p>