Seeing with new data

This article examines the hype surrounding Big Data, arguing that the value of advances in data availability and collection is not quantity and speed, but different types of data that allow marketers to observe consumer behaviours.

Seeing with new data

Larry FriedmanTNS Global

Market research used to rely on asking people what they remembered doing or buying, but by integrating observational data sources, new data can put research at the centre of marketing strategy.

While Big Data...

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