As big data continues to be top of mind in marketing, columnist James Green outlines the questions you should be asking to get your data to work at scale.
While “big data” was once seen as a buzzword, the conversation has grown tremendously over the past several years. Data now holds the most critical role in our industry, due in part to the combination of new technologies that make the digital advertising landscape more complex, with consumers seeking real-time, relevant communications with brands.
Now that data is the driver behind the majority of marketing efforts, marketers large and small are feeling the pressure to become more data-driven…
