What we know about the marketing applications of Big Data

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

When used to its strengths, Big Data has the possibility to revolutionise the marketing industry. Data analysis is teaching us a great deal about consumers, helping up-stream product development as well as downstream targeting, using Programmatic Media. ...

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