Big Data: Beware Analytics Vendors

In the morning keynote for OMMA Data Driven Marketing event Paul Marcum, global digital director marketing & programming, GE, warned audience members not to be seduced by the promises of social data/Big Data vendors. In connection with the company’s “Brilliant Machines” campaign launched in November, he said GE was a little frustrated with the vendor hired to analyze social data coming from the campaign launch, providing recommendations three days after the project manager had already started making adjustments to the campaign. If the insights you’re getting aren’t faster and cheaper than common sense conclusions, then it’s not worth it. Otherwise, “we’re all doing Big data a big disservice,” he said.

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