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Using analytics for advertising

Big data can be used to help create targeted and personalized campaigns that ultimately save money and increase efficiency by targeting the right people with the right product. How exactly? By gathering information and learning user behavior.

A consumer’s digital footprint today is increasingly valuable in this personalized era of marketing and advertising. There is such a vast amount of information from every interaction one has, whether Googling or Facebook liking the new Samsung smartphone, both online actions will lead a consumer’s social media and digital world to be flooded with ads about this phone.

With this information, companies can target users in existing online communities, and then use the data to better understand and identify patterns in user behavior. Advertising agencies are able to gather information about consumers’ motivations: Are customers motivated by the latest tech trends? Is there a subgroup within your client base that are more reserved when it comes to spending?

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