Marketers Can Win the Big Data Game by Playing It Smart

By 2020, an estimated 40 zettabytes of data will be flowing across the globe, according to a recent IDC study. That astonishing estimate is the result of our digital lifestyle—the booming Internet of Things, social media, streaming videos, Web searches, online transactions, and more. Every single touchpoint contributes to our individual digital footprint. The abundance of data should be an advantage to brands wanting to interact better with their customers. Many marketers, however, are missing the mark and still lacking critical insights into who their customers are and how best to communicate with them.

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