The MarTech industry is in a constant state of flux, and always in search for the next “Big-Thing” in technology. In the last five years, most companies have realized the power of data and felt that’s the holy grail until CDPs came into the picture and broke the glass ceiling. Not data, but the insights from data make sense (and dollars) today.

Big Data is nothing new for marketing and sales. However, the hard facts and its complexity are beginning to cast its impact only now. In any Marketing Technology company or in the companies that leverage Marketing Technologies, Big Data plays a very important role in helping the Analytics and Insights teams to deliver decision-making framework and consultation services. In 2018, the Interactive Advertising Bureau (IAB) and Winterberry Group found out that US marketers spent close to $5 billion on data management and integration products, pushing the boundaries in the maturing era of Big Data and Business Intelligence.

Source: martechseries.com
Author: Sudipto Ghosh