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bigdatatoolsquietmorning2One of the themes at Brand Innovators BtoB event recently was the manageable use of Big Data. It’s not a BtoB issue. In fact there is an excellent post today from David Meer today in strategy + business that should put manageable data in focus for brand marketers. Meer calls out brands like WalMart, Nike, American Express and others for using data to drive product innovations and brand innovations.

“Big data is just the latest in a series of technology revolutions that have changed the nature of business, in particular customer-facing activities such as innovation and marketing,” Meer writes. “Our reaction to it should be informed by all we’ve learned from past revolutions, which for me boils down to two main points: Don’t miss the boat, and stay focused on solving core business issues.”

Data drives branding decisions, according to Meer. It is a “true paradigm shift toward more data-driven decision making. This means extracting insight from the full range of available data. My belief is that the emergence of big data as a major topic is causing increased attention to all kinds of data—including old-fashioned, created data and experiments; digital data; transaction data; and unstructured data. And that’s a good thing. The ability to collect, harmonize, process, interpret, and act on all your data, big and small, will become a core enterprise capability. But it has to live at the center of business decision making—it won’t (and can’t) be relegated to the periphery, performed by insights specialists and third-party vendors. Missing the boat means delaying this inevitable journey.”

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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