Marketing

Not all big data is created equal, warns marketing scientist

The new frontier of data is full of possibilities, but marketers need to be aware that not all data is created equal, a leading marketing scientist warns.
Associate professor and director of the not-for-profit Ehrenberg-Bass Institute, Dr Rachel Kennedy, told attendees at the Data Strategy Symposium in the Hunter Valley that the scale and range of data sets available to marketers to understand customer behaviour is “awesome”, but that it can’t simply be taken as face value.
The institute, which is based out of the University of South Australia, researches marketing as a discipline as well as brand and buyer behaviour. Kennedy’s recent examples of work included studies on the accuracy and value of biometrics, neuroscience and virtual shopping.

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