“Big Data.” Over 800 million results when you type the term into Google. It’s been an important marketing topic for some time. And it’s a significant challenge for CMOs. Whether it’s accumulating the right data, organizing it so it can be easily analyzed, or being able to extract useful insights, there are a number of challenges that marketers are trying to solve.
In a conversation I had with an executive from a leading marketing services firm (because of her firm’s policies, her name can’t be disclosed), she mentioned that the emphasis on big data is misplaced. As we talked, I captured four key points about how the nature of data value is shifting and impacting the role of marketers in firms.
Author: Kimberly A. Whitler