Tuesday, December 12, 2017

Big Data and Customer Targeting



Facebook, LinkedIn and other social media and networking websites coupled with smartphone GPS, AI and big data analytics allows the marketer to target customers in a way that was never possible before. 

Not only can the marketer target based on demographics, psychographics and physical location but also on intangibles such as highly correlated behaviors, purchases, web searches, affiliations, etc. 

So first, through factor analysis, cluster analysis and other big data analytics, you need to discover what correlates most closely with the purchase of your brand. Once you have discovered this, then you need to find ways to target people with those attributes. This allows for hyper-efficient targeting that makes old fashioned media planning seem quaint. 

Sometimes it is as easy as using the Facebook platform to run a highly targeted ad. At other times, you have to be creative about how to reach people with certain attributes.  

The beauty of this approach is that you can send very specific messages to each target group or segment. Each message will focus on the angle that will most appeal to people in that group or segment. 

Microtargeting is a related concept. it is the use by political parties and election campaigns of direct marketing datamining techniques that involve predictive market segmentation (aka cluster analysis). It is used by United States Republican and Democratic political parties and candidates to track individual voters and identify potential supporters. The term "microtargeting" was coined in 2002 by political consultant Alexander P. Gage.

When you combine prospect location with targeted messages on mobile phones you are entering the realm of geo-fencing and geo-targeting. Because I know A and B about you and because I know that correlates with an interest in my product and brand and because I know you are in a physical location proximate to where my brand is available for purchase, I will send you a highly personalized alert using the most compelling message for you indicating that I will give you an incentive to purchase my brand now. For an example of this, click here.

While brands need to be managed at a global level, increasingly they need to be marketed at an individual level. With today's tools, that is becoming more and more possible. 

20 comments:

  1. Awesome blog! Now In anticipation of a follow-up ….
    his YouTube review channel

    ReplyDelete
  2. Thanks for one marvelous posting! I enjoyed reading it; you are a great author. I will make sure to bookmark your blog and may come back someday. I want to encourage that you continue your great posts.


    big data Training in Bangalore

    ReplyDelete
  3. Very Informative and knowledgeable topic nicely presented. Also very inspiring for them who are interested in this field. Thanks lot for your analytical views about online marketing in Australia.

    ReplyDelete
  4. Microtargeting- it was new word for me. It is interesting how the marketing has taken a new turn with the advent of new technology.
    Data Analytics Courses

    ReplyDelete
  5. This is a wonderful article, Given so much info in it, These type of articles keeps the users interest in the website, and keep on sharing more ... good luck.

    Simple Linear Regression

    Correlation vs covariance

    KNN Algorithm

    ReplyDelete
  6. At the present time it seems that the development will remain stalemated until single machines have at present undreamed of computational and memory attributes. data science course in india

    ReplyDelete
  7. Excellent effort to make this blog more wonderful and attractive.
    data science course

    ReplyDelete
  8. Great to become visiting your weblog once more, it has been a very long time for me. Pleasantly this article i've been sat tight for such a long time. I will require this post to add up to my task in the school, and it has identical subject along with your review. Much appreciated, great offer.cloud computing course in delhi

    ReplyDelete
  9. We are really grateful for your blog post. You will find a lot of approaches after visiting your post. Great work
    data scientist course

    ReplyDelete
  10. Nice blog, Such a very useful article. Very interesting to read this article. I would like to thank you for the efforts you had made for writing this awesome article. og whatsapp

    ReplyDelete
  11. This post is good enough to make somebody understand this amazing thing, and I’m sure everyone will appreciate this interesting things. data science training in surat

    ReplyDelete
  12. I am impressed by the information that you have on this blog. It shows how well you understand this subject. data science training in mysore

    ReplyDelete
  13. Through this post, I know that your good knowledge in playing with all the pieces was very helpful. I notice that this is the first place where I find issues I've been searching for. You have a clever yet attractive way of writing.
    data science classes in hyderabad

    ReplyDelete
  14. Digital Marketing Course in Delhi is now an important method to market your business. It allows companies to interact with customers on multiple levels and make meaningful connections that create lasting relationships. The job of a digital marketing professional involves planning, creating, and implementing online marketing strategies. It can encompass web design and management of social media, the optimization of search engines and content creation.

    ReplyDelete
  15. Hello Sir I saw your blog, It was very nice blog, and your blog content is awesome.Digital Marketing

    ReplyDelete

  16. The explanations of various predictive modeling techniques in this article are detailed yet easy to follow.data analyst course fees in chennai

    ReplyDelete