At DMA2012: Making sense of the Big Data deluge: The solution to Big Data lies in the tension between intuition and testing, said Chris Anderson, Wired editor in chief, during a keynote address Monday at the DMA's 2012 expo and conference here.
Anderson, a database expert and author said marketing departments need visionaries with “leadership, courage and radical new ideas,” complemented by statistical techniques and testing to make sense of the data deluge.
“Data beats HIPPOs [(“the highest-paid person's opinion”] every time, but you can't just let data tell you where to go,” Anderson said. “Sometimes you need to show innovation, to do something and let the customers decide."
