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Them to understand the particularities of each consumer segment to offer content and tailored products through a strategy of offers and discounts in real time through push messages both in warehouses and on mobile devices. “Customers share a lot of information with us and our job is to support them in return for their loyalty, giving them what they want, instantly,” Tomak said. The consequence of this strategy based on Big Data is a saving of 500 thousand dollars annually for the brand in analysis and indiscriminate email marketing sending.

As well as a 20 percent reduction in unsubscription requests in its newsletters. Data in numbers What Macy's has done is just an example of the relevance that data management and analysis has today in marketing strategies, as well as one of the reasons why Big Data Digital Marketing Service appears as one of the 'trends of the future'. of the industry as a vital resource to personalize the offer. The numbers speak for themselves. According to research carried out by Teradata, 90 percent of marketing professionals say.



That an individualized marketing plan is a priority to grow in the current market, which is why they are experiencing a transition from mass segmentation to personalization in real time. Pablo Hernández O'Hagan, president of Ingenia , assures that “the trend we see is greater personalization and greater knowledge of people. Faced with so much information, brands can identify consumer segments with different interests” and be relevant with each content, product or service proposal.