Marketing Topics

Big Data

Today’s big data poses a new challenge, one that does not build on traditional marketing skills.  Some firms are turning to entirely new approaches like machine learning and data visualization to harness the potential of the unstructured data generated by websites, social platforms, and mobile devices.

The danger is that the customer experience increasingly will be shaped by software engineers, rather than marketers. Known for their abilities as data gatherers and interpreters, marketers must now act as leaders as well. Can they lead firms to the holy grail of big data: richer, faster customer insights generating more-targeted offerings more quickly? 

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