Far from possible fads, the social and economic revolution of “Big Data” reaffirmed in the new times of the coronavirus is here to stay. The search for new medications, the establishment of predictions about the expansion of the pandemic or the creation of models for tracking infections are some examples of applications derived from this enormous data cocktail that is the Internet, which are being vigorously activated in the new era of coronavirus for social and health uses through technology. Outside this area, the confinement due to the pandemic has further stimulated electronic commerce, and the large sea of ​​data on the Internet, that manna of information converted into the new oil of the world. “Infinite new indicators, raw, on consumer tastes, habits, desires have become part of the network with free access by companies to exponentially multiply their value when guaranteeing better purchasing experiences for customers , ” he assures .

Marc Ginjaume, general director for Spain and Latam of zeotap , the Customer Intelligence startup , which has just announced the obtaining of a new financing round of 42 million dollars to help brands improve consumer knowledge, after a huge revenue Email Data growth of 431% in 2019. Beyond the skepticism of those who saw more shadows than lights in "Big Data", for example, in privacy or cybersecurity issues, the advantages of real-time activation of millions of data with sophisticated algorithms and artificial intelligence technologies to give them a new, more prosperous life for society and the economy are widely confirmed in practically all sectors of activity. To facilitate the digital transformation of companies, “intelligent” data analytics now allows advertisers to reach maximum levels of consumer knowledge, with algorithms that unlimitedly improve the user's purchasing experience, through hyper-personalized messages based on needs and desires. particular at every moment. The challenges in the advertising ecosystem are immense, given the complex and fragmented environment of multiple devices and channels on the Internet, which complicates the traceability and identification of customers, and which requires solutions to the upcoming outcome of third-party “cookies” that until Now they have been the main basis for brands to follow the footprint of the Internet user but they already have an expiration date.



Currently, there are commercial platforms on the Internet that offer recommendations to the client based on their previous searches or purchases, but their success is very limited, because monitoring their actions does not imply really knowing them, nor being able to anticipate their tastes or upcoming needs. Thus, the fact that a user has searched for a vehicle on the Internet does not mean that they are still interested in it, because they could have already bought what they wanted. In that case, sending automobile advertising to said user who is no longer interested would be nothing more than a waste of money for the advertiser, and even an annoying experience for the recipient who no longer wants to receive that type of information, but rather a very different one already at that moment. “Knowing the consumer in depth, like the local shopkeeper of yesteryear, is key to advertising success,” says the director of zeotap, whose customer intelligence platform faces this challenge through intelligent data analytics solutions that guarantee brands the greatest success in your relationships with clients, thanks to the ability to offer a 360-degree view based on real and verified data.