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Humanizing Big Data: Perils and Pitfalls - Exclusive Access for MRS Members
Big data raises a vast number of questions, perhaps more than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Colin Strong’s recently published Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line.
In this chapter, made available to MRS members for free, Colin Strong discusses the perils and the pitfalls of big data. Including the danger of correlations, the frailties of human judgement, and the risk of attributing causality, this chapter is a vital introduction to Colin’s insightful new book. To access the chapter simply complete the short form below.