How big data fuels the little experiences that matter to consumers

Big data is often utilised in making strategic decisions but this event report outlines how brands are mining big data to produce actionable nuggets of insight.

How big data fuels the little experiences that matter to consumers

Jo Bowman

Big data doesn't just inform big strategic decisions, the I-COM conference in Seville heard. It can unlock creativity in marketing, and influence the little decisions that are a big deal to individual consumers.

Steve Simpson, EVP, global MD digital strategy, data & analytics, at Starcom MediaVest Group UK, said discussions about data used to focus on measurement and marketing effectiveness; now, the sophistication with which data can now be handled makes it a tool for individual targeting and tailoring – in real time. Using data effectively is...

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