Luminar, PubMatic and Lotame Solutions Inc. are living proof that marketing and advertising are two of the killer applications for big data technologies like Hadoop, according to officials at the three firms, as well as IT industry analysts.

 Luminar, which delivers marketing insights about U.S. Latino consumers, decided to drop a traditional, relational data warehouse in favor of big data technology. PubMatic and Lotame, meanwhile, have teamed up to help publishers automatically evaluate and sell digital advertising inventory while analyzing data about the audiences those ads target.

 

All three companies will have to continue evolving, however, if they want to continue being successful in the future -- that is, if you follow the logic of Mike Gualtieri, a principal analyst at Cambridge, Mass.-based IT analyst firm

 
Firms that want to do a good job of reaching out to customers through digital advertising will have to analyze a great deal more than information about what those customers previously searched for or clicked on while surfing the Web, Gualtieri said in an email interview.

 Going forward, advertisers will also want to look at -- for example -- Global Positioning System data to see where people have been, sales data to find out what they purchased and maybe even information about the movies they watched recently on Netflix. "Companies now wish to get all the data together in one place so that they can find deeper insights about their customers, in order to serve them like kings," Gualtieri said, "because if they are treated like kings, they will never leave.

Source : techtarget.com