Big Data in Marketing: 5 Use Cases

Big data is more than just a buzzword. In fact, the huge amounts of data that we're gathering could well change all areas of our life, from improving healthcare outcomes to helping to manage traffic levels in metropolitan areas and, of course, making our marketing campaigns far more powerful. That's because marketers are increasingly using artificial intelligence and machine learning to parse huge amounts of data and to draw conclusions. They can even use predictive analytics to figure out what customers and prospects are likely to do in the future and to adapt their communication materials as a result of it. In the same way that Netflix is able to use its huge amount of user data to create more personalized recommendations to its users, marketers will be able to gain a greater understanding of what people are actually doing on their websites.