Bringing Big Data Into Marketing
Marketers often get accused of creating hype. But when it comes to big data,
they're facing the same challenge as everyone else in separating fact from
fiction. Like "the cloud" before it, "big data" is the
latest IT buzzword being twisted and reshaped to fit all sorts of agendas. In
Gartner's Emerging Technologies Hype Cycle 2012, big data is nearing the peak
of inflated expectations. Underlying the squishy definitions, though, is the growing
role that data plays in helping marketers identify, understand and communicate
with target audiences.
