As part of the conference series ClickZ Live New York, which took place this year, there was a round table discussion which participants tried to get an answer to the burning question: Does Big Data work on marketing, and how exactly? Big Data is not a fangled marketing term for a long time. In place of these once mysterious words other buzzwords came - "marketing content cloud", "second screen", "gamification" and others. First we need to understand whether small pieces of data or any of their analysis work on marketing. Too many experts, despite the emergence of data technologies and integration of social networks and targeting with CRM solutions, are not able to optimize their local data processes, not to mention the processing of large arrays of multi-structured data in real time. Therefore, you should start with the basic volumes, gradually adding more data and dynamics into your marketing mix. ClickZ Live round table experts identified 5 aspects of advertising campaigns which can be affected by correctly used big data. 1. Segmentation. With access to updated array of user data, you can abandon the classical list model and start working on a 1: 1 one (personalized, customer-oriented marketing). If you are psychologically ready for this step and have the technological basis for the collection and processing of relevant data in real time - go forward to 1-2-1 marketing! It will fundamentally change the rules of the game in general, and methods of Big Data usage in particular. 2. Prototypes. In digital marketing, this term means a specific set of user characteristics representing this or that group of the target audience. Despite the fact that marketers today often prefer placement based on visitor statistics and the interests of the audience instead of this principle, prototypes are still playing an important role in modern marketing. Big data helps generate more accurate and dynamic prototypes, which consequently increase the chances of hitting the target at audience buying for any targeted campaign. 3. Social Analytics. Social Networks are an ideal field of application of big data, even if you do not use it when dealing with other aspects of the campaign. Organize fragmented information from posts, comments and tweets to understand your customers better and apply to each maximum personally. 4. Optimization of the communication channel. Optimization of each individual channel, not to mention the multi-channel optimization at the consumer level, is a very difficult task. Big data can help marketers understand what is important at this particular moment. Big Data can actually be helpful, if a marketer wants to understand which customers are the most valuable in each channel. Platforms, through which Big Data is managed, can handle both structured and unstructured data. So market researchers really need to include such statistics as Webstream, Clickstream, and social data in their analysis. 5. Native advertising. Can Big Data help to quickly collect, organize and display content? Can it transmit to the "management center" information that would help to increase the efficiency of offers in the key points of interaction with customers? Yes, it does. Actual, updated data can undoubtedly play a key role in the formation and development of native advertising. Of course, working with big data and algorithms involves the risk of over-reliance on automation of processes, what, in theory, could hardly fit into the concept of content marketing. But you should not be afraid of errors, it is much more interesting to learn from them.