Big Data Use Case: Digital Advertising

Submitted By Gil Allouche August 26, 2014

When people think of big data, they naturally assume that it’s just about gathering large amounts of information to provide more accurate searches online and help companies provide more targeted advertisements and marketing efforts. They’re both right and wrong. True, there is so much more to big data than just marketing and advertising. It’s effects are now being seen in numerous industries across the globe. It’s solving world problems and improving the quality of life for millions of individuals. With all that, however, the big data platform such as that provided by Qubole is still making it’s presence felt in the advertising world — helping companies advertise better and consumers get more of what they want.

In the digital age companies face numerous different marketing and advertising challenges, not the least of which is figuring out how to best present ads on smartphones, phablets, tablets, game systems, TV’s and computers. It’s not an easy question to solve. Companies have been trying to figure it out for years now. Fortunately, big data is providing so much needed assistance in this area.

Digital advertising and advertising in general has always been, to some degree, a data driven field. Companies try to know and predict what people want and then give that to them in a way that’s unique and compelling. Because of that, many businesses don’t have a problem with gathering data, it’s more a question of how to make sense of the data they already have. That data does them no good if it sits unused. For so many businesses that’s just what happens.

By making sense of that information and finding out how it can benefit consumers companies can really make progress. Big data allows them to do it. Big data technology isn’t just for gathering and storing large amounts of information. One of it’s key functions is analyzing that information and making sense of it. Big data then fits in either way — whether a company is striving to gain better information and greater amounts of it, or simply trying to make sense of what they already have.

As businesses, big and small, contemplate how to best market their products and services to customers they can rest assured that big data will help them find success. It’s flexibility and scalability make it vitally important to any advertising and marketing success.

Big data makes it easier for companies to identify potential target markets and ways to better reach current target markets. It helps streamline the capital in order to eliminate marketing waste and make the most of resources. In today’s world of marketing there’s little room for error. It’s more important than ever that companies be precise and quick to find those whom they wish to reach.

Along with the improved precision in target groups, big data is also extremely important in helping companies improve their current advertising campaigns. With the introduction of so many new tech devices, operating systems and apps it can be very hard for companies to keep up, let alone stay ahead of the competition. Because of the sheer amount of information that big data can access, it’s making it possible for companies to stay ahead and innovate in how they advertise. It’s helping companies find the fine line of providing customers advertisements to the things they want and use without being annoying.

Digital advertising means that often times profit margins are very slim. Companies don’t have a lot of resources for trial and error efforts — failure would do significant damage. Big data technology is allowing companies to eliminate these trial and error efforts because it can accurately predict future trends, which gives companies the data they need to be accurate and successful in what they advertise.

Digital advertising needs big data to find its greatest success. In a world filled with changing technology and advertising platforms, it’s more important than ever that companies have the tools necessary to change and evolve in real-time, literally and be able to accurately predict future trends. Big data makes that happen.

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About this CMS Enthusiast

Gil Allouche

Gil Allouche

Gil Allouche is the Vice President of Marketing at Qubole. Most recently Sr. Director of Marketing for Karmasphere, a leading Big Data Analytics company offering SQL access to Apache Hadoop, where he managed all marketing functions, Gil brings a keen understanding of the Big Data target market and its technologies and buyers. Prior to Karmasphere, Gil was a product marketing manager and general manager for the TIBCO Silver Spotfire SaaS offering where he developed and executed go-to-market plans that increased growth by 600 percent in just 18 months. Gil also co-founded 1Yell, a social media ad network company. Gil began his marketing career as a product strategist at SAP while earning his MBA at Babson College and is a former software engineer.
 
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