The Challenges of Big Data Applied to Digital Marketing

With the irruption of Big Data, new organizational forms and strategies arose within companies. This paper attempts to shed light on the new horizons of the incorporation of this tool in the field of marketing, initially through a theoretical approach, in which the qualities and other elements of vital importance will be examined, as well as in the current situation of the sector in Spain. Next, the benefits and challenges associated with the application of Big Data in marketing will be addressed. On the one hand, benefits require a deeper understanding of consumer behaviour, personalization of customer service and improved customer experience, more accurate market segmentation, increased productivity and cost reduction. On the other hand, challenges and limits such as data privacy, data quality and veracity, data storage costs, as well as the need for trained data analytics professionals must also be taken into account. Subsequently, techniques whose importance is based on being in real time such as price analysis, recommendations based on consumer information, the importance of localization and how and what is written in search engines, as well as customer segmentation will be explored to show how these tools can provide valuable information and contribute to the development of more effective marketing strategies. This paper’s methodology included study cases and qualitative interviews with experts in this field, aiming to reflect the main challenges the application of Big Data is facing in marketing. The aim is that the work can contribute to a better understanding of how organizations can harness the power of Big Data to make more accurate decisions and develop more effective marketing strategies in today’s business environment.