The availability of big data, low-cost commodity hardware, and new
information management and analytic software have produced a unique
moment in the history of data analysis. The convergence of these
trends means that we have the capabilities required to analyze
astonishing data sets quickly and cost-effectively for the first
time in history. They represent a genuine leap forward and a clear
opportunity to realize enormous gains in terms of efficiency,
productivity, revenue, and profitability especially in digital
marketing. Data plays a huge role in understanding valuable
insights about target demographics and customer preferences. From
every interaction with technology, regardless of whether it is
active or passive, we are creating new data that can describe us.
If analyzed correctly, these data points can explain a lot about
our behavior, personalities, and life events. Companies can
leverage these insights for product improvements, business
strategy, and marketing campaigns to cater to the target customers.
Big Data Analytics for Improved Accuracy, Efficiency, and Decision
Making in Digital Marketing aids understanding of big data in terms
of digital marketing for meaningful analysis of information that
can improve marketing efforts and strategies using the latest
digital techniques. The chapters cover a wide array of essential
marketing topics and techniques, including search engine marketing,
consumer behavior, social media marketing, online advertising, and
how they interact with big data. This book is essential for
professionals and researchers working in the field of analytics,
data, and digital marketing, along with marketers, advertisers,
brand managers, social media specialists, managers, sales
professionals, practitioners, researchers, academicians, and
students looking for the latest information on how big data is
being used in digital marketing strategies.
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