Moving From Big Data To Intelligent Data

Moving From Big Data To Intelligent Data


Many have called 2014 the year of Big Data, meaning that marketers are now numbers-rich, but they are still insight-poor. Despite the opportunities and efficiencies that Big Data promises to open up, marketers are still being held back from truly unlocking these and moving from big to intelligent data.

Marketers have long leveraged data from a huge variety of sources, including transaction data, CRM databases, and market research, to inform strategic and tactical marketing decisions. Add to that the ever-growing volume of consumer behaviours that can be digitally tracked through in-store sensors, TVs, computers, gaming consoles and mobile devices, and it’s hardly surprising that many marketers are struggling with how to best extract value from the vast quantities and variety of data available to them.

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