Big Data and retageting
The Big Data, or the Mega Data, describes voluminous datasets which are difficult to process with standard tools of Information management.
The Big Data disrupts our business habits and creates
opportunities for advertising agencies, especially in the field o
f behavioural targeting, by proposing an alternative to traditional solutions for database management and analysis such as SQL server and Business Intelligence platform.
For the actors of the current online market ecosystem, the Big Data and the personalized advertisement are the key to the advertising strategies of the future. Thanks to this revolutionary tool, we are able to track and analyse almost instantaneously the behaviour and the digital life of a given public on the Internet. Each French surfer spend an average of 3.37 hours per day on the Internet via a desktop or tablet PC and nearly an hour via their smartphones (source: 2016 wearesocial January). Online ads are consequently the core of the business model of Facebook, Twitter, Google, Yahoo, Amazon, Lemonde.fr etc.
It is true that more data means more information. However, to obtain quality results we need to have an efficient strategy to collect, clean, correlate and analyse these data. This is the major challenge for the industry of digital advertisement. The key mission of this industry is to answer the needs of customers ever more hungry for on-time, value-for-money services of the highest quality.
The concept of Behavioural Profiling (targeting) consists of collecting and analysing several events, each attributable to a single originating entity, in order to gain information relating to the originating entity. It consists of, in other words, transforming data into knowledge. Behavioural profiling involves collecting data (recording, storing and tracking) and searching it for identifying patterns (with the help of data mining algorithms). The data collection phase is often referred to as Behavioural Tracking.
Online ads have become a daily part of the Internet life. For new marketers, it can be confusing getting a grasp on the scope and variety of online ads available. Attached, you have a thorough list to help categorize each form of online ads present on the web:
Google Search Ads; Ad Words Ads; PPC Ads; Bing Ads; Facebook Ads; Twitter Ads; Tumblr Ads; Banner Ads; Google Display Ads; Retargeting Ads; Reddit Ads; Mobile Ads; In-Game Ads; AdMob Ads; Email Ads; Gmail Ads; Video Ads; YouTube Ads; Pinterest Ads; Instagram Ads; Vine Ads; TV Ads; Newspaper Ads; Radio Ads; Urban Ads.
Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. It’s easy, you just have to place a small piece of code on your website (pixel), especially as this pixel is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.
Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.
We also witness a strange phenomenon of the privacy paradox. This manifests itself by the natural tendency to publish an increasing volume of information in order to receive the most relevant services, to obtain tailored commercial offers to benefit of certain advantages, to be known and recognise at every connection, while willing to retain privacy.
The Big Data revolution will interconnect offers and demands in real time, which ignore each other in the past. In this technical description, we will see how Big Data resources and tracking technologies allow agencies to know every online move of the customers, and will even anticipate their desires and needs.
As Crude Oil at the time, the customer and its private data are today the new black gold of global business. Winning over the customers is at the centre of the great battles of the 21st century!