With the arrival of new networks and technologies, we have improved the capacity to generate, process and store data in many different fields. Big data aims to analyze a huge volume of data, separating relevant information from irrelevant information, finding new relations and patterns hitherto hidden. This analysis allows us to better know the phenomena related to a specific kind of data, and then, we can make better decisions for improvements. Innoquant believes in the huge potential of big data and we help our clients to take the next step.
One application field of big data is “proximity marketing” which aims to explore every way of communication between advertisers and customers in a specific place-time, in order to maximize the possibilities of sales and profits.
In a “connected world” where cell phones are almost a body extension, the possibilities of getting data from these devices are almost infinite. As there are more cell phones than people, it makes sense to employ a big solution to analyze and process all this data and the most obvious solution is big data. In that way, MOCA Platform offers a good solution using the entire scope of big data technology in the proximity marketing field.
An example of the reach of big data combined with proximity marketing would be in a retail store. By placing beacons communicating with people´s cell phones in strategic points in the store, the retailer knows, even in real time, the location of the most visited places in the store and how much time people spend in each of these places. Joining that information with the sales information we can estimate the impact of visual merchandising on the decisions the customers make. Also, by knowing the current position of customers, we can send suitable offers and promotions.
There is no doubt, big data and the proximity marketing will be used together in the future.