More sophisticated methods of refining data are now making it possible for marketers to deliver far more personalized, relevant messaging based on various subsets of the data. An amazing opportunity can arise from big data generated by users’ interactions while they search for the perfect vacation – this is a powerful tool that can be leveraged to target the right customer, at the right time, with an offer they simply cannot resist. Datasets could include: number of visits, volume of pages visited, time since last visit, position within the sales funnel, a new versus existing customer, price range, and seasonality. These datasets can be integrated with travel specific data such as route, destination, duration, type of product, hotel ratings, travel class, type of flights (direct only vs stopover), and the distance from departure date. So how can big data help to optimize a retargeting strategy? By bringing the power of big data into predictive analytics so that patterns are intelligently identified, with possible outcomes foreseen and used to attract customers based on their own unique interactions with a brand. The end result is a higher engagement of the user with the ad. Machine learning models that produce predictive analytics deliver more precise, non-clustered targeting because the solution is data-driven, instead of rule-driven. Get the full story at Tnooz