While traditional forms of marketing – such as taking out advertising space in local newspapers, sponsoring radio shows and running a commercial on a local television station – may still be a major source of brand awareness, internet marketing has taken on a greater role for companies and marketing departments and understand that more consumers are getting their media online.

As such, internet marketing has gained importance, requiring marketing managers to think of ways to gauge the effectiveness of their campaigns. With the rise in big data, these professionals have found the resource they needed to identify which advertisement techniques are doing well and which may need more work.

According to a survey by eXelate, a data processing company, 54 percent of advertising agencies, 15 percent of marketers and 31 percent of advertising platforms state that the way professionals use big data is becoming more elaborate and technologically advanced.

In addition, custom data has been cited as the best performing data for marketing and advertising managers.

"The fact that custom data was cited as the most effective form of data for both branding and direct response campaigns among marketers, advertiser and platform respondents alike proves the leading role data modeling will play as well as head into the new year and continue to unlock the power of 'Big Data' for digital marketers," Mark Zagorski, CEO of eXelate, said in a press release. 

Leveraging big data with custom software

With the increase in the amount of data being used by marketing and advertising departments, these managers would be wise to invest in custom database software that can help manage and analyze critical statistics.

By consulting FileMaker developers, businesses can create the custom software needed to ensure they have a marketing department that is abreast on the latest trends and tactics in the industry, as well as keeping a pulse on consumer behaviors.