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."