Big data. It’s a phrase everybody throws around, but with meaning that nobody can fully agree on. Definitions usually include some combination of massive amounts of information, structured data, unstructured data, too much data to process, complex data, or data that is beyond our computing power. While this is interesting, it’s not necessarily helpful. And what does it mean for digital marketers?
The idea of big data really kicked off when analyst Doug Laney published an article on data management challenges way back in 2001. He framed the discussion using three Vs: