Big Data and the Future of Insight: The view from the Future Foundation

Joseph Clift

“Big data” has become one of marketing's most-used buzz phrases.

Within the industry, the term is generally taken to refer to the exponentially increasing amount of trackable consumer information now available to practitioners.

But while agreement has been reached on what big data is, whether or not it is a good thing remains very much in dispute. Whenever the subject is discussed, disagreements and concerns abound, from ad agency stalwarts worried about data-driven marketing's potential to limit creativity to privacy campaigners aiming to stop online tracking and some data gurus over-claiming about just how precise targeting can become.

Future Foundation, an independent global trends and insight consultancy, aimed to cut through this cacophony at their event, Big Data and the Future of Insight, held in London in March 2014.