Why ‘Big Data’ Won’t Win You the Battle for Online Revenue

With so much attention currently being focused on big data, advertisers are beginning to lose sight of one crucial truth: Big data is worthless if it’s not the right data. So what’s the right data? We all know that the digital advertising landscape has dramatically matured over the past decade, and businesses are now wise to invest in technology that enables marketing sophistication. But the right data is what makes that marketing sophistication meaningful. It’s what marketers use to power more complex, strategic and smarter marketing decisions. It’s the data that matters most to your unique business strategy and situation.

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