Inbound Marketing

AI in Marketing

AI marketing is strongly connected with machine learning and uses it to create personalized offers to customers focusing on improving their experience. But before we get started on it, let’s see the definition of AI and Machine learning. AI can be understood as the simulation of human intelligence applied to machines that are programmed to think like humans and mimic also (Investopedia, 2020). On this context Machine Learning is a part of AI that makes possible a system to learn from data instead of programming (IBM,2020). How marketing can be benefited by Machine Learning? The key factor is the data analysis made by this technology. By analysing historical data from different sources of a business Machine Learning can improve communication, targeting and offers that contribute create successful campaigns (Smart Insights, 2020). Furthermore, the algorithms for Machine Learning create perceptions from predictive analytics that marketers can use to define act...

The 3 Vs of Big Data

On the last post, we talked about what is Big Data with an overview of it where we had a preview about the 3 Vs of Big Data as well. Now we are going to talk about it with more details, exploring examples that make easy to understand. Big data is data that contains a greater variety arriving in increasing volumes and with ever-higher velocity. This is known as the three Vs ( Oracle, 2020). Volume This refers to the amount of information generated by websites, platforms, social media, apps, systems and so on, for billions of users every moment, every day. It means that every single interaction by the user generates a piece of information if we just look at social media, for instance, Facebook has around 2 billions of users ( Whishworks , 2017) and every like, every post and comment made by them creates data which can be lately analysed or even in real time. It is already a huge amount of information, now imagine all the D...

Value in Big Data for Marketing

Big Data has a huge amount of aspects that can be measured in terms of value, but before measuring that it is important to define what part of it is more relevant for an expected business outcome, it means that the value of Big Data will appear depending on the business perspective or objectives. According to (Rossi, 2015) It is how we make use of data that allows us to fully recognize its true value and potential to improve our decision-making capabilities and, from a business standpoint, measure it against the result of positive business outcomes. The most common ways to verify the value of Big Data are through the three Vs of it, see the post-https://newdatadbs.blogspot.com/2020/02/the-3-vs-of-big-data.html . However, there are other perspectives that can be taken into account as highlighted by (Big Data Framework, 2018): Transparency - It can be used to determine future decisions, that makes a company more tra...

Tiago Pereira

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