Big data refers to the large and complex data sets that are difficult to analyze using traditional data processing applications. In digital marketing, big data can provide insights about customers from various sources like transactions, locations, surveys and social media. It can help determine what influences customer loyalty and optimize marketing spends across channels. The biggest challenges of big data in marketing are knowing what data to collect, which analytical tools to use, and how to translate data into meaningful insights. Common digital marketing tools that utilize big data include display advertising, search engine marketing, social media marketing and analytics platforms.

1. BIG DATA IN
DIGITAL MARKETING
Andri Hanryansyah
Digital Marketing Analyst & Strategic Lead – Eigerindostore.com

2. WHAT IS BIG DATA ?

3. 2005

4. 2014

5. 2017

6. 2017

7. “Big data is like sex among teens.
They all talk about it but no one really knows
what it’s like.”
Oscar Herencia, GM of the Insurance Company MetLife Iberia and an MBA Professor
at the Antonio de Nebrija University

8. "BIG DATA“
DOESN’T JUST REFER TO THE DATA ITSELF

9. IT ALSO REFERS TO
• THE CHALLENGES
• THE CAPABILITIES AND
• THE COMPETENCIES
ASSOCIATED WITH STORING AND
ANALYZING SUCH HUGE DATA SETS

10. WHAT IS DIGITAL MARKETING ?
[dij-i-tl mahr-ki-ting]

11. “Promotion of products or brands
via digital media”
Source : SAS

12. DIGITAL MARKETING
PAY PER CLICK MARKETING CONTENT MARKETING
• DISPLAY
• SEM
• RMB
• NATIVE ADS
• SOCIAL MEDIA ADS
• EMAIL
• SEO
• ADVERTORIAL
• VIDEO REVIEW
• BLOG REVIEW
• SOCIAL MEDIA POST

13. Digital Media
Email
Marketing

14. Digital Media
Online
Display

15. Digital Media
Search Engine
Optimization
(SEO)

16. Digital Media
Search Engine
Marketing (SEM)

17. Digital Media
Social Media
Marketing

18. Digital Media
Rich Media
Banner (RMB)
http://justeggs.celtra.com/preview/
8839740a#deviceType=Phone&over
rides.deviceInfo.deviceType=Phone

19. OF ALL OF ITS APPLICATIONS, BIG DATA’S POTENTIAL AND ACTUAL BENEFITS ARE PERHAPS
MOST READILY SEEN IN MARKETING. MARKETING, AS DEFINED BY THE AMERICAN MARKETING
ASSOCIATION :
“MARKETING IS THE ACTIVITY, SET OF INSTITUTIONS, AND
PROCESSES FOR CREATING, COMMUNICATING, DELIVERING, AND
EXCHANGING OFFERINGS THAT HAVE VALUE FOR CUSTOMERS,
CLIENTS, PARTNERS, AND SOCIETY AT LARGE.”

20. Traditional Marketing Digital Marketing
Diverse Audience Targeted Audience
Unplanned & Short Term
Well Planed & Long Term
Expensive Cheap
Push Marketing Viral Marketing
Unmeasurable Measurable

23. Digital media is so pervasive that
consumers have access to information
any time and any place they want it.
They want brands they can trust,
companies that know them,
communications that are personalized
and relevant, and offers tailored to their
needs and preferences.

24. Digital Marketing Challenges
PROLIFERATION OF DIGITAL CHANNELS
INTENSIFYING COMPETITION
EXPLODING DATA VOLUMES.

25. WHY BIG DATA MATTERS TO
(DIGITAL) MARKETING ?

26. • BIG DATA CAN DELIVER INSIGHTS ABOUT YOUR
CUSTOMER
• BIG DATA CAN HELP YOU DISCOVER WHAT
INFLUENCES CUSTOMER LOYALTY
• BIG DATA CAN DETERMINE THE OPTIMAL
MARKETING SPENDS ACROSS MULTIPLE
CHANNEL

27. THREE TYPES OF BIG DATA THAT
ARE A BIG DEAL FOR MARKETING
CUSTOMER DATA MARKETING OPERATIONAL DATA FINANCIAL DATA
Transactional Data,
Location, Customer Survey
Social Media Activities, etc.
Clicks, Visits, Sessions
Bounce Rate, ROI, Transactions
Page View, etc.
Revenue, Basket Size
Marketing Cost, CPC
CPA

28. THREE BIGGEST CHALLENGES OF BIG DATA IN MARKETING
KNOWING WHAT
DATA TO GATHER
KNOWING WHICH
ANALYTICAL TOOLS TO
USE
KNOWING HOW TO GO FROM
DATA TO INSIGHT TO IMPACT.

29. SOME TOOLS IN DIGITAL MARKETING

30. THANK YOU