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Whatever happened to big data?

Big data once promised the world. But how much have things really moved on in B2B marketing? Alex Aspinall investigates 

It’s a few years now since big data revolutionised the way businesses marketed their services, developed their products and understood their place in the grand scheme of internet interactions. It’s hard to even remember what it was like back then, when a company’s data was unreliable, unusable and located in unhelpful silos. Imagine if you were still sending out mass communications, instead of treating every single prospect and customer as individual markets of one.