From targeting to conversation: When big data really gets valuable

We know Big Data presents terrific potential for marketing.  Current thinking, however, may be holding brands back from enjoying its true potential.

As in Matt Assay’s recent piece for Marketing Tech, we’re urged to use tracking and Big Data analytics for targeting and optimisation.  But actually, the biggest opportunity lies beyond targeted advertising. It lies in Big Data-powered conversations, between the customer and...

By William Corke, 08 July 2013, 0 comments. Categories: Advertising, Data-driven marketing.