Implications of Big Data Evolution on Marketing

In this new data-first environment, companies are diving head first into artificial intelligence (AI), machine learning, data lakes, and cloud-based solutions to drive their marketing efforts, while they hire every resume that contains a Data Scientist title. But these organizations need to do some self-reflection to ensure they are capable and ready to not just ingest the mountain of information that is becoming increasingly accessible to them, but make it accessible to those that need it most i.e. those that use the data to make informed decisions. The evolution of big data has led to an ability to provide insightful, comprehensible information for stakeholders to act upon. While the technology is now available to crunch through millions of records of data in mere seconds and visualize it in an appealing way, it is still going to be up to smart, business-savvy minds to craft the story that delivers true value to the business, as well as the consumer.