These days, it’s hard to avoid hearing about “big data,” and it’s not surprising—according to Teradata, more data has been created in the past three years than in the past 40,000 years of human history combined. While that’s a hard statistic to wrap your head around, it’s clear that there’s more data at our disposal than ever before.
But do marketers know what to do with it? Data from many different channels is getting more and more accessible, but often this results in several stockpiles of information across multiple departments that isn’t organized, leaving companies with plenty of information but no way of making sense of it.
The challenge is to take all of that data, dig through to the important segments, and find valuable, actionable insights amongst all the noise. Smart agencies are reassessing the way they store and manage data, using innovative methods to harness big data into information that is quickly utilized to directly increase revenue and boost ROI. This takes experts in the field, “data scientists” that know how to analyze large amounts of data effectively and efficiently. Data scientists are a specialized group in high demand, and having a data scientist on your side is a huge leg up on the competition in 2012.
Do you have a data scientist making sense of your big data?