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How to Apply Big Data Analytics in Retargeting
Parth Mukherjee / ClickZ / September 24, 2013
Enough and more has been written about the importance of big data. So I will not labor the point any further. These large, complex, disparate, and rapidly changing data sets offer the world of display advertising many advantages. Retargeting too utilizes big data in order to improve the experience for the consumer and also the results for the brand or the marketer.
What kinds of data are used in retargeting?
The two main types of data captured and mined for retargeting are user data and product data.
User data refers to the millions of users who visit the brand website and exhibit different forms of browsing behavior on it. Several aspects of user data are important for a retargeting campaign. As an example for an airline brand, user data will include:
The other important big data set is the brand’s product data. In several industries, especially online businesses, product data can be voluminous and frequently changing. Imagine a multi-category online retailer and how rapidly elements like product prices, colour variants, and availability can change in such an environment. As a result it is important for the retargeting engines to have accurate product information at any point of time. This may include: