Numbers, Please: Big Data: Friend or Foe of Digital Advertising? Five Ways Marketers Should Use Digital Big Data to Their Advantage
Gian Fulgoni
comScore, Inc.
In recent years, much has been written about the emerging importance and value of “Big Data.” From my perspective, however, Big Data actually have been around for decades—ever since low-cost computing power and powerful relational multi-dimensional software were made broadly available. Twenty-five years ago, Big Data generated by UPC point-of-sale scanners changed the face of marketing in the consumer packaged goods (CPG) industry by causing marketing spending to tilt ominously in favor of price...