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DCA Digital Digest

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How Big Data is shaping our daily lives through social media.

The increasingly digitised world has meant each and every device in our home is, or soon will be, connected to the Internet of Things (IOT). This has enabled businesses to collect data to better understand behavioral and buying patterns of customers. It also helps scientists to deal with global issues, and provides marketers with information needed for proper decision-making.

In terms of social media, big data available on social platforms and the development of social media marketing has helped us to better understand how smart technology might change our lives in the near future.The user information that is being collected on social networking platforms allows marketers to have a better understanding of customer behaviour, target audience groups, and engagement. In simple terms, the two sides of the coin that is big data on social media, within the digital marketing spectrum, are microtargeting and brand analytics.

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