Big Data – What Marketers Need to Know

AAA Auto Club South puts household-level information into its data table to more easily perform analysis.

The term “big data” is used to describe datasets so large that they become challenging to work with using traditional data management software. New technologies make managing and analyzing big data easier and more cost effective than ever before, and this shift is changing the very nature of marketing. In fact, IT industry analyst firm Forrester reports that marketing departments now drive more than 45 percent of big data initiatives. Let’s consider the implications: 1. Your survival hinges on how quickly you recognize that big data trumps intuition for delivering insight and relevance.

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