Data analysis in digital marketing consists of researching the markets that reveal key information about the preferences of one's target audience. Thanks to digital marketing, we can collect data of all kinds, such as psychological, behavioral and user-interaction data with social networks. Jorge Zuñiga Blanco, an entrepreneur and business expert from Costa Rica, explains the importance of data analysis in digital marketing.

Thanks to the different tools offered by digital marketing, we can combine the results of data analysis to obtain a comprehensive description of a certain type of user. If our data analysis has been successful, we will know how to distinguish which products generate interest in the consumer and which go unnoticed. In this way, we are able to outline and improve our digital marketing strategy to cover the maximum number of people with as many tastes as possible and interests of our target customers.

In an increasingly competitive environment, all companies want to excel through the collection and analysis of consumer data, while always respecting the Data Protection Law and obtaining said information in a user-friendly way. Advertising and digital marketing help us to create methods to reach the consumer of our products in a non-invasive and controlled way, with the personalization of services being an upward trend. The consumer must be shown information that they cannot find on their own, and which must interest them.

Every day we handle so much information that we don't even realize it. We get and give information through clicks and “likes,” sharing on social media, subscribing to channels or commenting on blogs or videos.

Says Zuñiga, “The term Big Data describes the large volume of data, including structured and unstructured, that businesses have to manage in the digital age. The use of Big Data and data analysis helps companies optimize their processes and predict future problems.”

For its part, data Science is the science that studies data, is responsible for the extraction of information from Big Data and subsequently interprets and applies it, for example, to digital marketing. Therefore, the concept of Data Science is included in Big Data.

Marketing is a fundamental department in all companies, and that, along with data analysis, becomes indispensable in any company that wants to expand. With the use of Big Data, the tastes and interests of consumers can be predicted in order to provide a better experience and therefore achieve loyalty towards one's brand. From the data provided by Big Data, it is necessary to extract that information that is useful for strategic decision-making.

“In digital marketing,” adds Zuñiga, “data is obtained from numerous sources such as mobile devices and installed applications, social networks, online stores, websites, Customer Relationship Management systems or analytical tools of web traffic such as Google Analytics. With good use of Data Science, we can obtain crucial information and reach levels of market segmentation and user interaction that we could not obtain through traditional marketing.”

The main benefit of data analysis is that one's subsequent decision-making is backed by objective data. These decisions lead one to a series of benefits such as: Carrying out specific campaigns, adjusting prices according to demand, customizing the characteristics of the services to the needs of the client, better inventory management, faster delivery, a more loyal clientele and, therefore, greater profitability for your business.

Today, thanks to the data obtained by companies, we can establish the location of online advertising  and to whom we want to show it. We can choose on which websites our Display ads will appear and what type of ads will appear depending on the page. We can optimize the results much more since we are segmenting advertising more effectively based on the interests of the user of a certain website.

About Jorge Zuñiga Blanco

Jorge Zuñiga Blanco is a leading eCommerce expert who has provided his services to growing organizations throughout the world. He has a diverse background of industries to his credit, giving him the ability to relate and contribute to business owners in a variety of markets. He has more than 20 years in the eCommerce industry and, for the past nine, has dedicated his expertise and knowledge to helping executives and managers develop their businesses.

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