Many top marketers are facing a new leadership challenge: how to get actionable, C-suite-relevant customer insights from big data. During the research for “The 12 Powers of a Marketing Leader,” I spoke with many leading CMOs about how they draw real learnings from big data.
Because there’s so much hype and confusion about big-data insights, here are some practical suggestions from your peers. “Big data” often means that there’s lots of it, but also that most of it is generated as a byproduct of other things—for example, the company’s routine operations or consumers’ social media conversations—rather than specifically for insight purposes.
Author: Thomas Barta