The Data Hurdle
American Marketing Association
Advertising, accountability and the Big Data challenge.
As we start 2014, it is probably safe to say that all Fortune 500 companies have Big Data initiatives under way. Today, Big Data is less a buzzword to make you sound smart and more an initiative that proves harder to wrestle with than originally thought. The challenges are not just about infrastructure—how to store, secure and sift through terabytes of data on everything from purchases to site traffic to television audiences. The biggest hurdle, particularly for marketers, can be combining disparate data sets in ways that make Big Data actionable.