Big data has been a hotly discussed topic for a while now, but 2014 will see the big data debate move from hype to application. In 2013 one of the thorniest issues has been the practical problem of extracting information from complex data sets.
In 2014 we expect some of these logistical issues to be resolved as the investment agencies and brands have made in processes and technology comes to fruition. However, the increasing volume of data could bring dangers if it is not handled properly.
An increase in available data raises dangers of marketers being distracted by irrelevant data, of seeking out data that backs up their existing beliefs and becoming irrationally over-confident in their predictive abilities.