How to convert big data into big returns
Does this scenario ring any bells?
A senior level, multi-channel marketer is asked by the board to tell them about ‘Big Data’. The typical response would be “It’s a good concept, one which has huge potential benefits – but it is extremely costly and would require a complete overhaul of marketing processes and IT infrastructure – put simply it is not realistic.”
A few years ago that particular statement would have been true, but nowadays many of the technical obstacles...