Why big data requires marketers to think small

Even in terms of definition, there’s some disagreement regarding the power and potential value of big data for marketers.

Google big data and you’ll find it defined as:

 “… extremely large data sets that may be analysed computationally to reveal patterns, trends and associations, especially relating to human behaviour and interactions”

Forbes will tell you it’s:

Why we should stop fighting adblocking and embrace the opportunities

The ongoing debate over adblocking is a clear signal that consumers are tired of unimaginative approaches to advertising online. There can be no doubt that the advent of adblocking software is a huge issue in delivering commercial messages to consumer audiences.

But we may yet look back and see blocking as the biggest boon to advertising of the last 30 years: for consumers, for the creative advertising industry and, especially, for advertising clients.

Despite the range of...