Big Data and Machine Learning from a marketing perspective

What are we really talking about when we talk about Big Data? We are no longer are before a trending concept which has revolutionized the digital and business world, but a crucial asset, where if information is power, then data is more so today. From a marketing perspective, efficient use of vast amounts of truthful and valid data can help any organization improve their strategy.

Analyzing the data we generate by browsing the Internet every time we activate the locations services of our devices or fill out any form, can imply a better understanding of the market, a knowledge capable of allowing the creation of customized strategies that better answer the publics demands. Knowing how to process all that information is the key to a successful decision-making exercise. Data is the new oil and companies are becoming more aware of this and find in this reality new business opportunities. The more dexterity with them, the greater the competitive advantage

The lifecycle of collected data goes through different phases:  capture, storage, processing, analysis, exploration and visualization and, finally, Machine Learning a term that, although it has been around for several decades, it has taken special prominence in recent years

Machine Learning is a branch or scientific discipline that falls within Artificial Intelligence and aims to equip computers with the ability to learn without having to be explicitly programmed to help predict behaviors and proactively foresee solutions. While this operation would not be assumed by a person, algorithms do have the ability to detect patterns of behavior. Machine Learning, in short, allows us to take a leap and apply a new term:  “Costumer Centric”, which allows hyper-segmentation and customization of messages, as well as content that is of relevant interest to each specific user, in each ‘touch point’ or point of interaction

But how to get customer data? In order to make this happen, loyalty strategies or actions come into play, without a doubt, the best tool to strengthen the customer’s commitment to the product or service, exceed their expectations, so as to better position one in comparison to the competition at the moment of decision making.

These and other observations were featured on the latest presentation by our Director of Technological Innovation and Vice President of ATREVIA, Gerardo Sama, before an exceptional and dedicated audience, made up of Next  Education students in the framework of the “Dialogues with Professional Leaders”, an initiative that took place on January 23rd in the auditorium of the College Engineers in Madrid.

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