Secret Marketer: Big data won’t do your job for you

The two scariest words in the marketing lexicon are not ‘you’re fired’. They are in fact ‘big data’. Why? Because nobody really has a clue what it means or entails.
It sounds like one of those things that is going to be good. And, like any buzzword, it has spawned its own clichés: ‘data is the oil of the digital economy’ and ‘bits and bytes are the new Brent Crude’.
My favourite is ‘data gravity’ – a very stretched a