In the past decade there has been a massive increase in the amount of data that is potentially available to marketers.
But simply having a lot of data is of no real use to anyone. It’s the quality of the data and what you do with it that counts.
If I may indulge in the use of some buzzwords: marketers need to move from big data to smart data.
A new report from Econsultancy and Acxiom investigates the complexity of the data landscape, especially in relation to marketing, and the importance of getting it right in the mind’s eye of the consumer.
Entitled Delivering Value in the Data Exchange, the report is based on interviews with brand-side senior executives as well as an online survey of 1,000 UK consumers.