But does it work?

Big Brother knows who you are (and what you like) and wants to sell you stuff

Information has always been vital to advertisers.

Nowadays, marketers are awash in data about their potential customers.

It’s great, if they can do something with it.

Mike Wills interviewed Andy Rice, Branding and Advertising expert, about “Big Data” and whether or not it works.

Scroll down to listen to the audio.

Big Data refers to data sets so large and complex that traditional analysis is ineffective.

Andy Rice (branding and advertising expert )

‘Insight’ is the most powerful weapon in a marketer’s armory.

Andy Rice (branding and advertising expert )

Big Data can become a crutch for lazy marketers who use it for substantiation rather than illumination.

Andy Rice (branding and advertising expert )

The opposite of Big Data isn’t ‘no data’.

Andy Rice (branding and advertising expert )

Advertisers must go beyond the obvious insights Big Data provides.

Andy Rice (branding and advertising expert )

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