Hasta La Creative!

Is it possible to have too much of a good thing? In the case of the overwhelming amount of data available to today’s marketers, the answer may be yes.

The volume of Big Data is expanding at a dizzying pace. By 2020, 1.7 megabytes of new information will be created every second for every person on the planet, according to IDC research. Meanwhile, companies are struggling to bridge the ever-widening data talent gap. The 2015 MIT Sloan Management Review, for example, found that 40% of all companies were unable to find and retain the talent they need to manage their tremendous stockpiles of data.

Marketers are increasingly dependent on data from a growing number of sources. These include first-party customer data that a company owns either through its internal databases, a proprietary distribution channel or that it purchases from a source like a Nielsen or IRI. It also includes digital device/usage profile data; performance data such as online advertising engagement and conversion rates across media channels; third-party data spanning household demographics and purchases; and a host of social listening data, including conversation volumes, sentiment, themes and influencers.

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