Big Data, not magic data

This article argues that to maximise the value of Big Data marketers should use simple pattern-spotting techniques, ask intelligent questions to unlock insight, and utilise freely available data from companies like Google.

Big Data, not Magic Data

Mark EarlsHERD

Alex BentleyUniversity of Bristol

Big is not always better. Simplification is often better than precision. Ask appropriate questions of data sets and spot the patterns that lead to genuine insight.

Big Data is, without doubt, the marketing theme du jour. It's hard to go to a conference, read a marketing magazine or even sit in a meeting quietly minding your own business without some enthusiastic mention of Big Data. However, being popular is by no means the same as being right or better. Indeed, the marketing buzz around...

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