Big data — the cutting edge of modern marketing or an overhyped buzzword? Columnist Kohki Yamaguchi dives in to some of the limitations of user-centered data.
As everyone knows, “big data” is all the rage in digital marketing nowadays. Marketing organizations across the globe are trying to find ways to collect and analyze user-level or touchpoint-level data in order to uncover insights about how marketing activity affects consumer purchase decisions and drives loyalty.
In fact, the buzz around big data in marketing has risen to the point where one could easily get the illusion that utilizing user-level data is synonymous with modern marketing.
This is far from the truth. Case in point, Gartner’s hype cycle as of last August placed “big data” for digital marketing near the apex of inflated expectations, about to descend into the trough of disillusionment.
