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Analytics


Big Data: Does size matter?

Analytics Big Data Marketing
September 8, 2016

The Big Data Pandemic by Ken Roberts, CEO of Forethought is an interesting and thought provoking read. The article sets the stage by predicting that big data will explode at an alarming rate (projected growth in 2013 was $18.1 Billion USD) and completely negate the need for Small Data such as hypothesis, surveys and sampling. Anyone working in Small Data, on reading that, would have pricked up their ears and exclaimed “hang on a minute”, which is precisely the path…

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Analytics and metrics: It’s all in the interpretation

Analytics Marketing Social Media
August 31, 2016

The backdrop to this week’s post is a paper by Germann et al. (2013): Performance implications of deploying marketing analytics. The paper gives a sobering narrative of the use (or not) of analytics in marketing and the impact this can have on the improvement of the overall decision making process; not just for marketing practitioners but also for customers / audiences. A couple of stand outs for me from the article were that in a recent study of 587 executives…

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