When used to its strengths, Big Data has the possibility to revolutionise the marketing industry. Data analysis is teaching us a great deal about consumers, helping up-stream product development as well as downstream targeting, using Programmatic Media. Marketers should however be aware of the limitations of digital data. They should also be careful not fall foul of privacy laws or to risk consumer backlash.
Definition
Big Data is a term for data sets that are so large, or complex, that traditional data processing applications are inadequate. The term has been in use since the 1990s and is attributed to John...