The panorama drawn by the figures

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The numbers speak for themselves. According to research conducted by Teradata, 90 percent of marketing professionals say that an individualized marketing plan is a priority for growth in today's market, which is experiencing a transition from mass segmentation to real-time personalization. Pablo Hernández O'Hagan, president of Ingenia , says that "the trend we see is greater personalization and greater knowledge of people. With so much information, brands can identify consumer segments with different interests" and be relevant with each content, product or service proposal. This means that 78% of industry players are using Big Data-based marketing, which means that investment in Big Data services will exceed $122.


595 billion this year, which will translate germany whatsapp number data into 4.4 million jobs worldwide related to the tool and its use, according to a study by OBS. The future that is present mentioned above speaks of Big Data not as the future of marketing but as the present of an industry that moves by, for and from consumer information. However, in practice, the reality is that there is still a long way to go, so the coming years in the marketing sector will be characterized by actions that try to correctly use all the available data in favor of the quality of each brand strategy.