Is big data really the future of marketing?
Marketing data is evolving: from the generic to the specific; from market trends to individual habits and from historic actions to real-time engagement.
We are moving on from knowing that millennials aged 25 to 30 replace their mobile phone on average every 2.5 years. We move to knowing that William replaces his Android three months after new major features are established, keeping a general eye on new developments and looking for upgrade deals from his service provider.
We also know that Claire pre-orders...