Public Relations & Social Marketing Insight

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Big Data holds the potentially to describe target customers with an accuracy and level of detail unfathomable only a decade ago. While old-school marketing efforts were limited to things like tracking returns on direct mail campaigns, or number of subscribers to newsletters, modern marketers can have data on people’s exercise habits, digital clicking behavior, time spent on various sites, purchasing history, personal preferences based on social media postings, time awake, time spent in the car, caloric intake, and almost anything else you can imagine. 

So it makes sense that marketers would be chomping at the Big Data bit. 

But how should marketers leverage this new quantified customer landscape in the best way?