Big data in marketing 2026

Big data in marketing 2026

Studying Big Data in Marketing focuses on using large-scale data (massive volume, high variety, and high velocity) to analyze customer behavior, personalize advertising, predict trends, and thereby optimize campaigns, retain customers, and develop new products more effectively. This field includes skills in Data Science and Machine Learning. Courses emphasize data collection, processing (programming, AI, database systems), and practical application to enable smarter business decision-making.

Core Learning Content:

Marketing Foundations:
Understanding market research, consumer behavior, pricing strategies, distribution, and communications.

Technology & Data:

  • Data Analytics: Using tools such as R and Python to analyze and visualize data.

  • Databases: Managing data structures and large-scale datasets (Big Data).

  • AI & Machine Learning: Applying artificial intelligence in marketing.

  • Marketing Automation: Automating marketing processes.

  • Digital Platforms: Understanding channels such as websites, email, social media (Facebook, TikTok, Instagram), and Google (SEO/SEM).

Big Data Fundamentals:

  • Understanding the 3Vs of Big Data: Volume, Variety, Velocity.

  • Tools for data collection, storage, and processing (e.g., Hadoop, Spark—implicitly referenced in large-scale data processing).

Data Science & Analytics:

  • Statistics and data modeling.

  • Predictive Analytics to forecast customer behavior.

  • Data Mining techniques.

Programming & Artificial Intelligence (AI/ML):

  • Programming languages such as Python and R (commonly used).

  • Machine Learning algorithms to build analytical and personalization models.

Applications in Marketing:

  • Customer behavior analysis: Understanding shopping habits and preferences.

  • Personalization: Creating tailored content, ads, and emails for individuals.

  • Campaign optimization: Product positioning, pricing strategies, and media channel selection.

  • Forecasting & Risk Management: Predicting trends and market demand, mitigating risks.

  • Supply Chain & Operations Optimization: Product assortment planning and inventory management.

You will learn how to:

  • Use data to make strategic business decisions—not limited to marketing.

  • Turn data into valuable insights.

  • Build predictive models and automate marketing activities.


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