Big Data: Wow, what an over-used expression this past year. 2012 was the year of headlines such as “Barack Obama’s Big Data won the US election,” “How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did” and “Big Data knows when you’re walking past a pharmacy and texts you a coupon.” Blah, blah, blah.
The application of analytics and mining data is indeed part of a very powerful revolution, but it’s only part of the story. Analytics can tell you a lot of about the who, the what and the when – but what happened to the why? We need to combine analytics with primary research to understand more. This combination of big data analytics and primary research is the solution behind marketing analytics 2.0. …Continue reading