• The Magill Report, Wednesday, January 16, 2013 4:29 PM

Bruce Biegel, Managing Director of The Winterberry Group, predicted that the term "Big Data" will soon run its course. Speaking at a Direct Marketing Club of New York event he said, "I think big data’s going to be done by the end of this year. It doesn’t mean as much to us. What we really care about is big marketing data." Biegel believes integrating business data outside of marketing will have to overcome too many organizational obstacles to be realized. "It’s not that the technology is hard. It’s who owns it? Is it the database person? Is it IT? … [Data management platforms] require that you have a steering committee that crosses direct, digital database, IT etcetera in order for people to tie use cases back to business objectives to get funding. And that’s where we’re seeing a breakdown in the market. It’s those silos within the enterprise and the disconnect."

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