Big Data-Driven Marketing Communication Platform for Targeted Campaigns
DOI:
https://doi.org/10.15680/ebjc4y90Keywords:
Big Data Analytics, Marketing Technology, Integrated Marketing Communications (IMC), Customer Profiling, Personalization, Siebel, Oracle BI, HadoopAbstract
In the current competitive landscape, the paradigm of marketing communication is shifting from broad,
mass-media campaigns to highly personalized, data-driven customer engagement. While the concept of Integrated
Marketing Communications (IMC) has long emphasized the need for a consistent brand message, the technological
means to execute this vision at the individual customer level has been lacking. Traditional marketing stacks, often
reliant on siloed CRM and Business Intelligence (BI) systems, struggle to unify the vast and varied streams of customer
data generated across digital and offline touchpoints. This fragmentation results in a disconnected customer experience
and inefficient marketing spend. This paper proposes a comprehensive architectural framework for a big data-driven
marketing communication platform designed to overcome these challenges. The architecture provides a scalable
solution for ingesting heterogeneous customer data, performing identity resolution to create a unified 360-degree
customer profile, and leveraging advanced analytics to drive segmentation and personalization. We detail a multi
layered platform that integrates legacy enterprise systems, such as Siebel CRM and Oracle BI, with modern big data
technologies like Apache Hadoop. Through a case study analysis of a hypothetical large-scale retail implementation,
we demonstrate how this architecture enables the design and execution of highly targeted, context-aware marketing
campaigns that significantly boost customer engagement and marketing return on investment.
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