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Information on the Internet appears at an exponential rate. In this regard, search engines had to figure out how to solve the problem of content management on the Internet. The solution has been found, and now search engines are transforming content into data that is easy to quantify and analyze. So, the user can receive relevant links for their search queries. Also, users can see snippets that meet their needs without having to click on the link.

Businesses use these opportunities to improve their services. Big Data and content analytics tools based on Artificial Intelligence provide new opportunities for marketing, namely:

1. Better results understanding

The main purpose of using Big Data in marketing is to understand the target audience. Understanding the characteristics, preferences and behavior of users in the digital space makes it possible to increase the effectiveness of marketing campaigns. This, in turn, allows to convert clicks into sales.

SEO companies use Big Data to get more detailed information about their customer base. AI-based analytics tools allow to provide useful information that can be used to optimize company services. For example, working with relevant words in order to determine the specific intentions and demographics of the user. This allows to create better content, which helps to increase the number of conversions on the site.

2. Transition to targeted marketing

Modern analytics tools are becoming more and more precise and allow processing a huge amount of data in a short period of time. Along with this, companies are increasingly willing to use targeted marketing. Target marketing removes the need to spend millions to increase reach without the guarantee of an increase in conversion rate. At the same time, special analytics tools use AI and Big Data to identify specific users who are interested in the company’s products or services.

At the moment, companies are often looking for a Big Data expert to help them better understand the data and improve their marketing strategy. This allows to make a targeted offer to users who are already interested in a particular product or service.

3. Data from social networks

A large amount of data allows for a qualitative analysis of trends and patterns. Social networks contain a huge data amount. Users number of popular social networks (Facebook, Twitter, Instagram etc.) is increasing every day, which makes it possible for businesses to make sales of their products and/or services. AI allows to analyze user behavior and determine which product they are interested in, which platform they searched on, etc. Search information is collected by big data systems through autonomous analysis systems. Such information may be used to target advertisements from companies that offer a similar product.