Slippery Slope: Big Data and Predictive Marketing

Image from: street light / Shutterstock It is easy to believe that the answers to all possible marketing effectiveness questions lie somewhere in the ever increasing petabytes of Big Data. But, bigger is not necessarily better. A recent study by the Direct Marketing Association revealed 60% of DMA members surveyed had no stated strategy for integrating Big Data into their marketing efforts—yet 57% still expected higher conversion rates from using