Big Data needs big planning

This article discusses the challenges and opportunities Big Data creates, and uses examples from the UK and US to argue that to utilise Big Data marketers need to become 'data-centric'.

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...

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