It’s Not Big Data – It’s Smart Data

At the end of the day, it’s not about how much data you have, it’s about how well you use it.
If you haven’t noticed, the term “Big Data” is all the rage these days.
There’s even Big Data meetups here in Amsterdam. And, really, the “big” in Big Data describes not just the quantity, but all the different types of data that are available now. And, certainly over time the analysis of all this data can provide interesting insights to drive business value.
But the thing that marketing is so focused on now — the idea of creating optimized content experiences for users — doesn’t really rely on how “big” the data is — but how smartly we utilize it.

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