Big Data needs big planning
Dylan MouratsingManning Gottlieb OMD
Data literacy has many cultural and organisational implications, but it's not just about volume – the velocity and variety of data is just as important for how Big Data is used in planning.
As digital media started as an emerging channel at the outskirts of agency life, and slowly drifted toward the centre of successful agencies, the new change that defines the next era for agencies will be the assimilation of data, and the related skills and infrastructure that support this. Just as digital is now often seen as a...