Big Data is a catchword that companies usually associate with higher demands concerning IT infrastructure and performance. But the ever-increasing amount of data also affects advertisers.

Nowadays, there is an incomparable information pool which companies that want to advertise can access. The data is available, because more and more mobile devices are in use and the amount will further increase when the Internet of Things (IoT) really connects everyday life. However, the mere amount of data is not interesting on its own. It is crucial to use the data in a purposeful way, since customers today show a very fragmented information, communication and purchasing behavior. They use different devices, i.e. tablets, smartphones, stationary PCs, but also different browsers, apps etc.

On the one hand, there is a lot of data, on the other hand the potential customers are increasingly difficult to reach. To adjust and synchronize campaigns in real-time is necessary.
In times with more complex usage patterns, a paradigm shift in marketing is needed: for today’s marketing customer groups, end-devices or certain channels are less important. More important are the individual users and their preferences.

To really understand what the individual customer wants is only possible if the different data silos are combined. The user experience is crucial for campaigns: How does the user behave, where is he located and what are seasonal trends? Is it raining or snowing? If potential customers are also active on different channels, the campaigns need to be synchronized in real time. Who wants to see a pair of shoes on the smartphone months after it was bought with a tablet?

To better serve their customers, companies need to find ways to make use of the data – without violating privacy. Suppliers like our client Criteo offer such services under the term Performance Marketing.

The heart of Performance Marketing are technology-driven marketing measures trying to achieve measurable responses within the target group. It focusses on addressing users via individualized advertising messages, but classic search engine optimization (SEO) is also a part of it. In contrast to retargeting, Performance Marketing is supposed to provide customers with forward-looking and active offers.

Clearly, efficient and targeted marketing is now possible if companies address their icustomers in the right way. However, comprehensive know-how and the corresponding expertise in analysis is necessary – in this way “Big Data” can turn into “Valuable Data”.