Between social networks, search, online shopping, mobile and other connected devices, the consumer portion of the 2.5 quintillion bytes of data generated each day is tantalizing to businesses looking for an edge on their competition.
It can also be intimidating, which is likely why only 12 percent of organizations are integrating big data into their daily strategy. For businesses that have taken the plunge, the results are impressive.
While data scientists can collect and parse the results from big data analysis, it takes input from marketing and brand strategists to determine the right data to focus on, and how to incorporate it into the brand's overall strategy and growth plans. Data only tells part of the story.
Not that the potential of data is limited to businesses with the budget for a data scientist: the info available from tracking website data and social media can help unlock consumer sentiment and even intent.
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