“While big data technology makes it possible to predict outcomes more easily, many marketers lack experience with the underlying principles. Steven Ramirez, CEO at a top marketing analytics agency, Beyond the Arc, summarized common client situations as follows:
“They are investing in setting up Hadoop and aggregating data from the IT side of the house. But then they say, ‘Can IT help us make our marketing better by figuring out what to do with this data?’ Marketers aren’t thinking ahead about the hypotheses they want to test or how to use data to advance marketing strategy.”