The hype surrounding “Big Data” does businesses a disservice by making it all look much too easy.
Data analytics and “Big Data” promise to revolutionise marketing. Most companies are sitting on tonnes of data from various sources: financial data, mobile data, transactional data, customer research data, behavioural data, social media data, etc. The combination of new analytical techniques, amped-up computer power and instantaneous online resources has resulted in incredibly powerful tools that have changed the game forever. So powerful, in fact, that analytics can go beyond merely lending support to unlocking new opportunities and strategies, as well as opening up possibilities never before imagined.
