There are plenty of words online about how big data will change every facet of our lives, and a substantial chunk of those words are devoted towards how big data will affect advertising. But instead of haphazardly leaping on the change bandwagon, advertisers need to sit down and understand what big data has changed and yet what still remains the same.
While there are arguably more cost-effective social media advertising platforms than Facebook, few feature such powerful audience segmenting opportunities. Unfortunately, a lot of brands squander the opportunity to generate a return by making common yet avoidable mistakes.
As big data becomes a more significant part of the conversation around advertising, many in the industry have voiced concern that it will come at the sacrifice of amazing creative. But what we’re all learning is that data can unlock the full potential of creative.