Big data is not a shiny new toy...not the digital flavor du jour.
That said, with Big Data, I think there is a lot less there than meets the eye.
Big D is about "that"...that users did this...that users behaved in such and such a way.
Big Data is not about the "why"...why did users do this, behave like that?
To answer those questions, marketers and agencies need to start much earlier in the data chain. They need to plumb the depths of consumer behavior and transactions that marketers have about their power users...not the 20-80 rule...rather the 6-60 rule.
The 6% of brand users who account for 60% of the brand's profitable volume that marketers get from minimally subsidizing sales vs. maximally subsidizing sales via trade promotions that often never reach consumers.
These power users have discernible profiles and measurable affinities.
When marketers share these power user data with agencies, that information can inform creative briefs that lead to messaging which drives sales...big time.
Compared to algorithmic driven big data, the data that informs power usage of brands is "power" data. When you combine brand power data with media behavioral big data, you get something really great.
You get "smart" data...and in this world of exponentially increasing data points, we all need to get smarter.