{"id":124094,"date":"2024-07-02T10:04:33","date_gmt":"2024-07-02T08:04:33","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=124094"},"modified":"2024-07-02T10:04:33","modified_gmt":"2024-07-02T08:04:33","slug":"data-as-a-determining-element-of-marketing","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/","title":{"rendered":"Data as a Determining Element of Marketing"},"content":{"rendered":"<p>In today&#8217;s <strong>marketing<\/strong> landscape, <strong>data<\/strong> is a <strong>determining<\/strong> <strong>factor<\/strong>. Information collected through various digital channels offers valuable <strong>insights<\/strong>: through &#8220;<strong>data-driven marketing<\/strong>\u201d companies can <strong>optimize<\/strong> <strong>strategies<\/strong> and make decisions based on the analysis of a vast amount of information to maintain a competitive edge in the market.<\/p>\n<p>Data lets companies identify trends, consumer behaviours, and <strong>new business opportunities<\/strong> when properly <strong>processed<\/strong> and <strong>interpreted<\/strong>.<\/p>\n<p>A well-known example of the effective use of big data is Amazon: the e-commerce giant uses <strong>advanced<\/strong> <strong>algorithms<\/strong> to analyze its customers&#8217; purchasing habits, thus offering personalized suggestions that enhance the user experience and customer loyalty to the platform.<\/p>\n<p>Data analysis also enables more precise <strong>market<\/strong> <strong>segmentation<\/strong>: in addition to demographic criteria such as age, gender, and income, <strong>interests<\/strong> and <strong>habits<\/strong> can now be considered.<\/p>\n<p>Meta is a pioneer in this type of analysis and the relative targeting of advertising campaigns: Facebook and Instagram users are constantly monitored, and personalized marketing campaigns are derived from the analysis of their <strong>interactions<\/strong> with great precision.<\/p>\n<p>User behaviour data can also be used to suggest <strong>content<\/strong> or even create new content: Netflix, thanks to algorithms and machine learning, not only recommends programs close to viewers&#8217; habits but also structures the creation of new series and films based on these habits.<\/p>\n<p>Furthermore, massive data analysis enables a form of marketing that is rapidly evolving today: <strong>predictive<\/strong> <strong>analytics<\/strong>. The goal is not just to optimize advertising campaigns but also to manage inventory and customer relationships.<\/p>\n<p>Zara, a well-known fast fashion brand, uses this approach to quickly offer products in its stores that have received the most positive feedback from users, adapting to the market and even creating collections based on forecasts of what will be most appreciated by its customers.<\/p>\n<p>The study of these advanced marketing strategies is the foundation of several study programs at <strong>Bologna Business School<\/strong>.<\/p>\n<p>The <strong>Master<\/strong> in <strong>Marketing Management<\/strong> is a program that provides the necessary <strong>tools<\/strong> to <strong>understand<\/strong> and <strong>manage<\/strong> the two fundamental aspects of a company&#8217;s <strong>sales<\/strong> <strong>area<\/strong>: <strong>product<\/strong> and <strong>customer<\/strong>. <strong>Full-time<\/strong>, <strong>12 months<\/strong>, in <strong>English<\/strong>, with the support of the <strong>international BBS network<\/strong> and <strong>Career Service<\/strong>, it tackles the world of commercial activities with an innovative method, capable of keeping up with a market that is more fluctuating than ever.<\/p>\n<p>The <strong>Master<\/strong> in <strong>Marketing Management<\/strong>, specializing in <strong>Data Marketing and Analytics<\/strong> &#8211; <strong>full-time<\/strong>, <strong>12 months<\/strong>, in <strong>English language<\/strong>\u00a0&#8211; aims to translate high-level skills in data analysis and <strong>digital<\/strong> <strong>culture<\/strong> into immediately applicable marketing strategies within companies.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In today&#8217;s marketing landscape, data is a determining factor. Information collected through various digital channels offers valuable insights: through &#8220;data-driven marketing\u201d companies can optimize strategies and make decisions based on the analysis of a vast amount of information to maintain a competitive edge in the market. Data lets companies identify trends, consumer behaviours, and new [&hellip;]<\/p>\n","protected":false},"author":108,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"rubrica":[],"class_list":["post-124094","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Data as a Determining Element of Marketing | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data as a Determining Element of Marketing | BBS\" \/>\n<meta property=\"og:description\" content=\"In today&#8217;s marketing landscape, data is a determining factor. 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Data lets companies identify trends, consumer behaviours, and new [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"BBS\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BolognaBusinessSchool\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-02T08:04:33+00:00\" \/>\n<meta name=\"author\" content=\"Karima Ourari\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Karima Ourari\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/\",\"name\":\"Data as a Determining Element of Marketing | BBS\",\"isPartOf\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\"},\"datePublished\":\"2024-07-02T08:04:33+00:00\",\"author\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/738d10a68e32dbf418fa750b0f02ec28\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bbs.unibo.it\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Data as a Determining Element of Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/\",\"name\":\"BBS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bbs.unibo.it\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/738d10a68e32dbf418fa750b0f02ec28\",\"name\":\"Karima Ourari\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/95cf0392b929c46953200d07e24a6c817a22658623bea27ff834261bb5156c70?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/95cf0392b929c46953200d07e24a6c817a22658623bea27ff834261bb5156c70?s=96&d=mm&r=g\",\"caption\":\"Karima Ourari\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Data as a Determining Element of Marketing | BBS","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.bbs.unibo.it\/en\/data-as-a-determining-element-of-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Data as a Determining Element of Marketing | BBS","og_description":"In today&#8217;s marketing landscape, data is a determining factor. 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