The era of “Big Data” is clearly upon us. The term that refers to information sets so large and complex that they become difficult to process has generated a number of challenges to businesses, but has also generated significant opportunities.
Data in all forms is now recorded, stored and analysed, allowing companies to leverage business information, to adapt their products or services to better meet customer needs, optimise operations and identify new sources of revenue.
Data is automatically accumulated and stored giving marketers access to up-to-the-minute information instantly from a number of different platforms. Changes and patterns are observed in real time meaning information is always relevant and analytics can be put to use straight away giving the marketer the ability to make effective decisions, faster.;