Big data: answer the 'so what?' question

This event report discusses the importance of ensuring that data used to drive marketing are relevant and actionable.

Big data: answer the 'so what?' question

Caroline Parry

Brands must ensure the data they are using to drive marketing is relevant, with the most important question to ask being "so what?"

Speaking at a panel discussion called The New Data Magicians at Advertising Week Europe, held in London in April 2016, Nicole Goodwin, marketing director of drinks brand Jägermeister, said: "The key thing for us is that data is actionable.

"I think you can get a lot of data into a business and then sit and wonder what the hell to do with it. We always ask the 'so...

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