Big Data has become a crucial aspect of marketing as social media has risen, according to Business Insider. The internet alone didn't spark a major transition away from direct mail campaign spending to digital messages until social channels emerged. Facebook, Twitter and YouTube have provided companies with an outlet through which they can reach millions of consumers with social marketing, the source explains.
Despite the gaining momentum Big Data, many marketers have not yet established the best ways to tap into the channel and harness the data.
"Marketing and Big Data are becoming more deeply linked yet marketers have not yet had a complete solution that made them smarter about the audiences they target - they've been forced to work with multiple partners and piece together a complex solution," said Omar Tawakol, CEO of BlueKai.
When businesses don't start with a solid foundation that's built on data quality
, they might run into trouble when it comes time to interpret the data, reports IT Business Edge. Unfortunately, a lack of familiarity with data management means many enterprises still do not know how to derive meaningful information from collected data.