Big Data Marketing

Big Data: What's Your Plan?

The payoff from joining the big-data and advanced-analytics management revolution is √•no longer in doubt. The tally of successful case studies continues to build, reinforcing broader research suggesting that when companies inject data and analytics deep into their operations, they can deliver productivity and profit gains that are 5 to 6 percent higher than those of the competition.1 The promised land of new data-driven businesses, greater transparency into how operations actually work, better predictions, and faster testing is alluring indeed.

How to put your data to work in marketing communications

In the old days, marketers sought to identify a target consumer and would then spend millions to catch her at the right time, in the right place, with the right message. Success was like winning the lottery, you were never quite sure what you had until the results were in.

In the digital age, we identify a target market; bombard them with banner ads, online videos and tweets.  If we get a good response, we bombard them some more.  Has anything really changed?

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