For Big Data to add value it has to be better not just bigger. There is no value in it simply because it’s more. Big for the sake of big is sure to mislead. More without better is less. Big Data must improve brand marketing, and when it does that it’s not big, it’s better.
Data are important. And, data are increasingly used to help us in all areas of society. However, there is an underlying issue, the role of data and research is to inform, not to decide.
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Over at AdForum.com Jacques Van Niekerk, Wunderman Data’s CEO, shares his perspective on why agencies are merging with data companies.
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2.5 Exabytes of data are produced everyday by internet users. That’s equivalent to 250,000 Libraries of Congress. With so many posts, pictures, reviews and videos at our disposal, we tend to think we already know everything we need to about our customers.
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In his book The Paradox of Choice Barry Schwartz has shown that an excess of choice for the consumer usually has a negative impact on sales results.
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One could argue that marketing has never been less instinctive – and maybe that’s not a bad thing.
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