About the report
If 2012 was billed as the year of big data, 2013 was without doubt the year in which marketers tried to fully understand the huge potential it offers. In the past 12 months, we’ve seen big data get real. Brands have realised it’s not just about the amount of data you have, it’s what you do with it that counts.
Big data offers marketers one of those once-in-a-decade opportunities to engage with customers in ways brands have only previously dreamt of. With widespread adoption of smartphones and tablets, brands can accumulate ‘in-the-moment data’ that can help to develop truly personalised, relevant connections with target audiences in ways that were once unimaginable.
This whitepaper looks at how brands can harness this and other data for personalised marketing communications, and even more importantly (and excitingly) the next frontier – contextual personalisation.