Kicking off OMMA DDB, Paul Marcum, Global Digital Director of Marketing & Programming at GE, is giving attendees a “fairly open-kimono look” at the brand, and its bullishness on big data. “We believe in big data’s potential,” said Marcum. Simply put, when you’re operating at GE’s scale, a 1% or 2% increase in productivity through the use of data can have a huge impact on the bottom line, according to Marcum. Bullish on the industry at large, Marcum predicts that the audience at OMMA DDB will be three times the size, this time next year. That said, how can companies tell when data measurement is leading them astray? “If (the process is) not faster and cheaper than common sense,” Marcum said.