The amount of waste in time, costs, and resources to send print advertisements to consumers forced a change to digitize the process. Despite tremendous efforts in modernizing the necessary business practice, some of the challenges remain. Being able to target the right customer, with the right ad, at the right time is every company’s mission critical challenge, no matter the industry.
Return to Sender
The true problem with print ads is they were highly inefficient. Before the age of the smart phone, millions of ads were sent to homes across the world. Mailboxes were packed full of the hopes businesses had to engage with customers. It is still practiced today, but it is not the basis of advertising budgets anymore. Why? It is very difficult, if not impossible for a business to determine which customers are buying a product because of the ad, or if it is just some happy coincidence. Not only that, but no one is carrying anything in their pockets other than their bare necessities, so ads have to be in phones for them to be useful.
Even as companies started to move to internet and mobile ads, the problem of knowing if an ad had any value remained the same. Organizations would pay all of this money to create an advertisement, but they had no way of determining if the impression (an ad appearing in a search results engine) was ever clicked through. There are also heaps of data associated with every consumer. For some companies, clickstream data pours in at the rate of hundreds of megabytes per hour. This easily adds up to billions in a month. There is no going back to print ads, so companies are forced to adapt.
You’ve Got Ads
The silver lining of this situation is there really should be no guess work associated with online ads anymore. In fact, being able to confidently filter consumers’ clicks, behaviors, purchase patterns, shopping histories, and all the other contextual information has become a standard for many leading retailers. Innovations have led companies to be able to filter a customer’s OS, browser, device, and geographical location. Location based ads have even empowered businesses to offer consumers personalized advertisements while they are shopping in stores for upselling and cross-selling opportunities.
Hortonworks empowers companies across every vertical to reach their customers with improved shopping experiences. More specifically, Hortonworks Data Platform (HDP) solves the data problem by removing the guess work for businesses trying to decide if ads are going to the right people. It’s not about just sending ads to the right mailboxes anymore, unless we are talking about inboxes on mobile phones. Confident analysis by week, by day or by hour of ad traffic provides great insights on customer engagement for organizations. Each click has the potential to cost organizations hundreds of dollars. Knowing where specific ads are appearing, if the right potential customers are clicking on them, and if they are converted to purchases is a valuable process if companies have visibility into what is going on.
For more information on how Hortonworks can power your organization with smart, targeted and personalized ads, visit us today!