by Angela Guess
Allie Kline recently opined that many companies aren’t making the most of Big Data because they haven’t developed a mature relationship with Big Data technologies and programs. She explains, “Publisher and marketer brands are increasingly enamored with the power of ‘big data,’ but do relatively little to fully extract and translate its value. Google, Yahoo, Quantcast and my firm 33Across alone protect data on well over 2 billion people. These large data sets can help guide how and to whom brands advertise online. Yet, the data often go unused or misused — a gigantic missed opportunity.”
“Why?” she continues, “You could argue that it’s about privacy concerns, breaking consumer trust or being petrified to move forward. I’d argue it’s a maturity issue. Users of big data are in the midst of their awkward ‘tween’ years. These years signify a painfully self-conscious chapter in life where you’re still growing into your body, somewhat inept and hesitant about what to do next. Okay, let’s be honest, TERRIFIED about what do to next.”
