• by Gavin O'Malley , Staff Writer @mp_gavin, January 23, 2013

Dave Morgan, CEO, Simulmedia -- and a forefather of big data’s place in the advertising industry -- doesn’t think marketers are overloaded with data so long as they’re purpose driven. What should that purpose be? That all depends on the marketer, says Mark Miller, Senior Vice President and CRM Practice Lead at Digitas. “It’s about first defining the problem, and then going to the data,” Miller told OMMA DDB attendees on Wednesday. Bigger picture, “Big data allows you to think about things as they could be.”