We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.
Ah, big data. It’s hyped as the panacea for everything from identifying new market opportunities to personalising one-to-one conversations with your customers and supercharging your social media program. The problem? Most companies do not use their small data well across many functions, including marketing.