The Data-Centric Organization: Transforming for the Next Generation of Audience Marketing

This article argues that the promise of Big Data is compromised and hindered by structural requirements built for yesterday, when Big Data is an analytics technique of the future.
  • The author asks how organisations should reinvent themselves to support a data-first approach, where investment should be prioritised, and what progress has already been made.
  • So far, few organisations have yet to achieve meaningful results from their efforts at data-centered business transformation.
  • Though marketing and media organisations are looking to engage audience data to support a wide array of use cases, the hierarchy of those applications is steadily shifting.
  • Standing in the way of business transformation: organisational silos and other internal process issues that hinder data access and sharing; likewise, few organisations are equipped with the talent...

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