Big data: this phrase has been on the minds of marketing teams in the last year or so. But it has become more than just an industry buzzword; it has become the driving force behind changing marketing practices.
CMOs report spending on marketing analytics is expected to increase by 60 percent by 2015. That represents a huge shift in marketing strategy and theory.
But is big data the end-all answer to marketing strategy and research, and does it replace more qualitative market research used to develop consumer personas?
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