Commentary

Is big data necessary all the time? Nope

Universal Pictures, as a big movie studio, doesn't need to access a wide scales of consumers that big data can bring.

Jack Wiese, senior media analyst for Ignited, which has Universal as a client, says movie studios typicallly need only to target say 50% of U.S. consumers at any given time. Big data isn't all that necessary --  for every client.

Getting specifics from big data can be hard. Wiese says: "It's hard to determine whether someone who went to see a movie came directly from a display ad that person saw two weeks ago."

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