Alicia Hatch has a confession about big data that will sound familiar to many brand custodians.

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Alicia Hatch, chief marketing officer, Deloitte Digital

“The truth is that, as marketers, for a while now we've had a lot of data, but all the wrong data,” the chief marketing officer at Deloitte Digital said during a session at CES, an event held by the Consumer Technology Association (CTA) in Las Vegas.

In its role as a creative digital consultancy, Deloitte Digital has been responsible for helping clients like software firm Adobe, quick-service restaurant chain Chipotle, tech pioneer Intel and retailer Target adapt to rapidly-evolving realities in the online, and increasingly data-driven, ecosystem.

And Hatch believes that a wave of interconnected technological developments – which are now at varying stages of maturity – will assist marketers in gathering and analyzing more valuable information, as well as activating the subsequent insights in impactful ways.