Beyond Big Data: The Four Factors for Measuring Success

Big data is everywhere in business, and digital paid media is no exception to the trend. Tracking tools and systems capture everything, from initial product exploration to sales revenue (and all touch-points in between), associated with digital media placements and marketing dollars.

But is there value in looking beyond what data has to offer to where intangible measures can take over? It is easy to overlook that data is only a tool that is as good as the context that we create out of the numbers. Susan Etlinger says in her TED talk, “Data doesn’t create meaning, we do.”

Author: Hannah Woodham

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