Marketing science spells the future of Big Data
Marketers understand the power of big data. Yet, what chief marketing officers (CMOs) do not know is how to prepare for the era of big data
They realise how profoundly the ability to collect and sift through massive torrents of data will transform their organisation's capacity for innovation. But they do not know how to take advantage of the volume of data being generated by Facebook, Twitter, blogs comments and online shopping.