Big Data: The marketing opportunity

This article discusses the concern amongst marketers that Big Data may lead to a loss of creativity, and argues this is not the case as data is meaningless without creative analysis.

Big Data: The marketing opportunity

Colin StrongGfK

While some fear marketers' reliance on data will stifle creativity, GfK's Colin Strong argues that used correctly, Big Data can develop broader marketing strategies to create value for brands.

In a world where your local supermarket knows your teenage daughter is pregnant before you as the parent even have an inkling, it is perhaps not a surprise that marketers should fear for their careers. Who needs marketing when, for a fraction of the cost, you can target consumers with products and services you know they will buy? Marketing technology suppliers are piling...

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