Knowing what to do with ‘big data’

Author: David Fenton

Categories: Data, Investment, Marketing
Tags: brand awareness, research
David Fenton: "The possibilities for big data are almost endless.  If you look at the companies that are succeeding right now, I'm talking outside the hotel sector, they are companies that know what to do with data.  They have access to a lot of it and they use it very well to understand their consumers better, to understand what their competitors are doing.  Not just the competitors today but who their future competitors might be.  And, yeah, no big data is absolutely what is going to drive the process of change in any industry going forward and we've only just begun."
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