There was a time when marketing decisions used to be made by intuitive feelings and hypothetical guesses. However, with big data analytics, marketers now have the tools they need in order to make better informed decisions. Big data analytics refers to the processing of large and complex data sets which cannot be decoded using traditional analyzation methods. Big data analytics takes a hard look at large amounts of data and decodes patterns and insights. It also brings some benefits to marketers such as speed and proficiency. In order to gain the insights to make future business decisions, marketers can now use big data analytics to quickly come up with results. Using the correct technology to generate insights yields higher quality decisions for companies.
By using big data analytics, businesses can connect their data and use it to search for new opportunities. This helps business make better informed decisions, earn higher profits, and keep current and prospective customers happy. There is so much data and information on customers available nowadays that companies have an overabundance of structured and unstructured data at their fingertips. Processing all this data is extremely complex using standard databases and software. Therefore, big data analytics is used which allows marketers to automate data and in turn saves time and leads to better pricing decisions due to less chances of human error. According to Dataversity, “As the business world discovers the benefits of smart data discovery, these tools have evolved, making it easier for business users and data scientists to gather, integrate and analyze data.”
Big data has recently gained a significant amount of attention because it is such an effective tool for marketers to more accurately do their jobs and decipher the needs and desires of their customers. Organizations today are everything possible to be competitive. They are using insights and advanced data to determine the best course of actions for their company in order to stay on top. However, there are still many businesses that have yet to integrate 
the use of big data. In order to be competitive in the marketplace, they should begin adopting these techniques.
Overall, big data and data driven marketing is really changing businesses and allowing them to analyze how it is they run marketing campaigns. By helping companies save time and money as well as determine what efforts are returning on their investment or helping the company expand, big data analytics is the way to go. Big data analytics can lead to success in more ways than one and can add so many positive changes to marketing strategies.