One petabyte of data every day is generated from the Internet, according to Joe Mandese, editor in chief of Mediapost, speaking at the OMMA Data-Driven Marketing event in New York -- and that brings up the obvious question:
Too much data?
"You have to comfortable with discomfort: it's often wrong, it's often dirty, it's often hard to work with," says Vikram Somaya, general manager of WeatherFX for The Weather Company, on a panel discussion about the subject.
Dave Morgan, CEO, Simulmedia: "I don't think people know where they are going; they don't what it is they are looking for."
Mark Miller, senior vp, CRM Practice Lead, Digitas, says: "It's less about the data -- it's about defining the problem."