New Analytics Or New Decisioning?

David Baker

There is a lot of talk about big data these days: How do you possibly store, manage and derive intelligence from the flood of transient data and sources, online, offline and market level data? Big data is a new way of exposing flaws in how marketers make campaign, program, brand, market and financial decisions.

We are a product of our own success. The industry has masked scale problems and hidden behind terms like “attribution” or “optimization.” The challenge is, we have the same amount of resources we had last year, and while technology has advanced and everyone’s in the cloud (or their heads are), decisions have not gotten easier to make. It’s not about big data, or the cloud, or even analytics, it’s about making decisions faster.

Consumers and businesses are transforming how they consume information...

Tags: Reporting
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