Big data: Friend or foe?

This article argues that the usefulness of big data is limited as often it tells marketers things they already know, misleads them, or is too big to develop meaningful insights.

Big data: Friend or foe?

Clare KaneRKCR/Y&R

Does Big Data inspire or hinder creative thinking?

This essay was entered into The Admap Prize 2015. For more information visit the Prize page.

Big data is seductive. It's a buzz term composed of two simple words, one of which is the always convincing 'big' – we might as well call it mighty data, hero data, 'the' data. Big Data tempts us by promising us everything we ever wanted to know, a laser view into the hidden hearts of potential spenders. The rapid proliferation of digital platforms has lifted...

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