"Big data this, big data that. Hardly a day goes by when we’re not bombarded with messages about the big data platforms and technologies that will solve all our marketing problems.
Let’s be honest though: these tools and technologies alone simply won’t solve the big data challenge. But the effect of all that media and market hype?
A lot of confusion and mistrust on the part of marketing leaders about what big data really is, what it can do, and how it should be incorporated into business strategy.
And that’s holding a lot of firms back from maximizing the power of the data at their disposal."
Read the full article by Fatemah Khatibloo, Forrester Research, Forbes Magazine.