Big data can be used in 5 practical ways for marketing and sales: 1. Know your perfect customers through analyzing available data on customer demographics, spending habits, and behaviors. 2. Improve personalization by analyzing purchase data to provide customized recommendations, coupons, and messages. 3. Create the best pricing models by using data to visualize how price changes affect demand and profit. 4. Optimize marketing across channels by balancing strategies based on past campaign performance data. 5. Enhance the in-store experience with apps, beacons, and loyalty programs tailored from customer data.

1. 5 Practical Uses of Big Data
in Marketing and Sales

2. Bog Data in Marketing
and Sales
• The era of big data has reached a point
where “big” is no longer adequate to
describe the amount of information flowing
between channels. Every second, people
perform more than 55,000 Google
searches, send 2.5 million emails,
exchange 521,000 Facebook messages
and share 6,000 tweets.

3. Big Data in Marketing
• At the same time, customers are making
purchases from your website or browsing
your brick-and-mortar store for just the
right products to meet their needs. Each
message, online shopping session and
store visit contains valuable data you need
to reach your ideal customer and
maximize marketing and sales efforts.

4. Know Your Perfect
Customer
• Know Your Perfect Customer
• The days the blindly conceived, static and
unchanging customer personas are long
gone. With the amount of data available
about your customers, you no longer have
to guess who they are, what they want or
how their spending habits change over
time. Today’s data analytics platforms
allow you to look at data and determine

5. • Age and gender
• Location
• Demographics, including income
• Spending habits
• Purchasing patterns
• Payment preferences
• The most popular devices used for
shopping
• The most common times people shop

6. Apply the information you gather
and the behavior patterns you
observe to:
• Create granular
audience segments
• Build out targeted
marketing campaigns
• Tweak marketing and
sales tactics in real time

7. Improve
Personalization
• Data relating to consumer preferences can act as a powerful tool for
executing personalized shopping experiences.
• As the millennial generation continues to dominate the market and
Generation Z begins to exert influence, personalization is becoming
the cornerstone of successful sales.
• Consumers are used to being catered to and seeing product, service
and entertainment recommendations relevant to their tastes and
preferences.
• Eighty percent of customers prefer to buy from brands making an
effort to provide personalized experiences, so if you’re still using
generic messaging to try and sell to a wide audience of varied
consumers, you’re missing out on one of the most effective tactics in
modern marketing.

8. Analyze the enormous amount
of data you have on hand to
discover:
• Which items customers purchase most often
• Items frequently bought together
• How customers search your site
• The most common product searches
• Seasonal buying habits
• Your analysis can be translated into practical marketing
tactics like customized recommendations and coupons
delivered at the most optimal times to maximize the
potential for sales.

9. Create the Best Pricing
Model
• Every business owner knows the pain of purchasing a
large amount of inventory in anticipation of a rush on a
supposedly hot item but winding up taking a big loss
when a competitor offers a better deal.
• With detailed data analytics, you don’t have to guess
how to price items to drive sales and move inventory.
• Big data tools now offer ways to visualize the effects of
different pricing models on demand, allowing you to
anticipate how even small increases or decreases in
price will change your profit margins.

10. Big data tools now offer ways
to visualize the effects of
different pricing models on
demand
• Big data tools now offer ways to visualize the effects of
different pricing models on demand, allowing you to
anticipate how even small increases or decreases in
price will change your profit margins.
• Instead of getting into price wars with your competitors,
you can base your prices on what you know about how
your customers shop, what they’re willing to pay for
similar items and how purchasing behaviors in your
target demographic fluctuate throughout the year.

11. If your business is like most, you’re
probably trying to leverage a wide range
of platforms, including:
• Organic social media
• Social media advertising
• Email
• Pay-per-click (PPC) ads
• Direct mail• Print ads
• Data from these various channels comes in at different rates, but all
of it is important in determining how to allocate your marketing
budget.
• The trick to effective marketing using what you learn from data is to
balance short- and long-term strategies based on past campaign
performance.

12. Many brick-and-mortar retailers
are now using:
• • Dedicated apps to improve the in-store shopping
experience
• Beacons and location-based analytics to determine the
areas of the store in which customers spend the most
time
• Purchase tracking online and in store for a more robust
view of customer shopping behaviors
• Personalized loyalty programs to deliver targeted
coupons and discounts
• Information about customer preferences to inform
inventory purchasing decisions and ensure popular items
are always in stock.

13. The Bottom Line for Data
• Applying big data in these ways requires the right analytics tools and
a dedicated team of data experts to extract useful signals from the
constant noise generated by today’s connected world.
• To optimally leverage data for your business, it helps to appoint a
chief data officer to oversee your team and focus on how to turn
customer behavior signals into measurable results.
• Know what you want to achieve using the data you collect so that
you always have a focus for your marketing and sales efforts.
• Being willing to invest time and effort into data-driven campaigns
increase your chances of rising above the competition and reaching
the largest audience of ideal customers' signals into measurable
results.