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...