First, you have to ask the right questions. For brand managers to maximize the value of big data, they first must know what questions to ask.
Without real, valid intelligence, creating a strategy for a brand is just guesswork. Data science is a potential source of intelligence, a scientifically sound basis on which to build a strategy. But the answers you receive are only as good as the questions you ask. So how do you know which questions are the right questions?
Author: Sam Johnson