In the past, marketers used their collected data to create ads that were targeted to broad demographics. Nowadays, personalization is becoming a core strategy for marketers. Big Data platforms are helping companies sort, analyze and manage immense amounts of information in new ways that allow their marketers to create personalized ads which more successfully target individuals. A series of studies have shown that when marketers effectively utilize the vast data they can collect to create for personalized messaging, these data-driven strategies create substantial increases in conversion and engagement.
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