According to technology research firm IDC, the Big Data market is expected to grow from $3.2 billion in 2010 to $16.9 billion in 2015. Consumers are willingly providing companies with boatloads of personal information. Even with all the data in the world, marketers are still frustrating customers with irrelevant communications. There is a quid pro quo here: In return for giving up information, consumers expect the data to be used appropriately and intelligently. In order to tailor one-to-one messages, huge amounts of data need to be analyzed and applied to deliver accurate information and offers.
An average consumer receives more than 3,000 marketing messages every day, truly an information overload. As a result, more consumers are opting out of email messages and throwing away direct mail that is not catered to their wants and needs. The relevance of any given communication can no longer be defined simply as serving offers that "could be" of interest—instead marketers need to suppress the offers that "may not" be of interest.