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DATA: Become data savvy like the 'Datavores'

Data has always been the thorn in a marketer’s side, as it’s increased in size, so has the pain. But there is now a group of data-savvy businesses who are utilising all its benefits

As soon as ‘big data’ appeared on the scene, most marketers were intimidated by its gargantuan size. Fast forward a year and despite the buzz it appears most businesses are still being put off. Indeed, research charity Nesta recently discovered four in five businesses use intuition instead of data to make decisions when growing sales. 

Supporting Nesta’s findings, information management company, Iron Mountain’s own European survey has revealed 21 per cent of its respondents have no plans to use big data with 38 per cent of those citing it was because they didn’t know how to.