Right now we tend to associate big data and big data analytics
with the online and tech industries. Big data helps businesses improve
customer experience through remarketing, user-specific promotions, and understanding
user behavior to cut back on what is making users unhappy with their experiences. As big data
continues to grow, other businesses will begin to adopt big data into their strategic
marketing plans. According to Daniel
Gutierrez, a writer for Inside Big Data, the industries that will see the most
growth in big data are telecommunications, healthcare, insurance, and real
estate. A Bloomberg
video from 2014 states that big data analytics is the future of everything we
are doing. The video is older, and discusses examples of how big data moved us
beyond the old demographics of “soccer moms” and “nascar dads” and gives us
real definitive people and user demographics we can use to hone in on target
audiences. The video was more than correct, in 2015 alone big data was worth $122
Billion dollars and is projected to reach $187 billion by 2019. Here are some future trends we can expect to
see in regards to big data analytics.
Personalized User Experience
According to Haris Saeed from
Customer Think.com, companies are personalizing the online experience for
users. Big data allows companies to see their most loved products and web
pages, and can take advantage of that by creating specific content around
popular products and services. Online brands have enhanced customer experience
by cutting down on waiting time, site speed is the fastest it has ever been,
and same day and next delivery of products and services is becoming more
normalized. As we gather more and more data about our users, we are personalizing
their experiences through remarketing efforts and user-specific promotions. Being
able to retarget content to users who have spent time on a webpage for a
product or service is ingenious and revolutionary. As commonly stated, your
best prospect is a current customer.
New industries
As big data
analytics grows, new industries will begin to optimize and use big data. It is
projected that we will see growth in the telecommunications, healthcare,
insurance, and real estate industries. Big data utilization in telecommunications,
healthcare and insurance are not surprising. Doctor’s offices are now offering
online apps and services for patients to use, and insurance companies have been
gathering data for decades. Some interesting things are actually happening in
real estate right now. Facebook is already able to differentiate which users
own homes, rent homes, are looking to buy homes, and who have recently moved.
New apps like Sumu are helping users find new
apartments. Sumu is an app that works similar to tinder, users looking for new
apartments can set parameters to meet their location and budget needs. They
swipe left or right when they see potential apartment matches, and the algorithm
in the app recognizes patterns in what users like and dislike and will begin to
show a user only the types of places that will seem appealing to them.
Better Measuring
Of course, we
wouldn’t be able to do so much with our data without a way to collect and
analyze it. Adobe
and Google are shaping the future of data analytics measurement. Device
Co-op and Google Analytics 360 are giving marketers the ability to recognize users
that are logged in on different devices. Seamlessly measuring users on different
devices will help improve user experience, data has helped marketing become
more and more customer-centric. Google and Adobe may have the upper hand in measuring
analytics now, and other big brands are beginning to join the bandwagon. Amazon
launched Kenesis, a data streaming service that allows users to integrate data
within the Amazon Web Services cloud for analysis and app development.
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