Intelligent Algorithms May Save Us From Being Overwhelmed by Data

We are in an age of information and connectivity. The amount of available data that a marketer can access is incalculable. With enough dedication, data and creativity, marketers can drill down into the minutiae of a person’s online behaviour and send highly targeted marketing messages.

One of my favourite data plus marketing stories is the guy who pranked his flatmate by placing highly targeted adverts in his Facebook feed that only he would see. A recent IBM study revealed that “every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.” So consider this: if we already create that volume of data today (just by being online), what happens when the Internet of Things becomes as much a part of normal life as the internet has become?

Author: Chris Pitt


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