The European Business Review

THE THREE TYPES OF BIG DATA THAT MATTER FOR CMOS

Organisations today have massive amount of data at their disposal. However, not all C-level executives have clear typology of the digital data that can help marketing strategists unlock value. Discover how this issue can be addressed towards an enhanced analytics capability, strengthened data management and the creation of tangible value for your business.

With a few exceptions, the bulk of brands to date have mostly leveraged big data for short- purposes. For , companies have learnt how to manage their online reputation by creating social media command centres that can detect and react to consumer chatter in real time. They’ve also learnt to track the

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