When marketing met Big Data
Colin StrongGfK Business & Technology
Big Data has been the hot business topic this year – and for good reason. Just as automation swept through industrial sectors in the '80s and '90s, so new forms of data and associated analytics are now ripping up established practices throughout knowledge sectors. Colin Strong argues for a more holistic, human approach to understanding consumers.
The Big Data whirlwind is leaving many wondering what their role is in the new order. Marketing is especially challenged. Data is now effectively the medium that sits between brands and consumers, and...