When the Obama campaign emailed supporters to join a $40,000-a-ticket dinner in June at the New York home of actress Sarah Jessica Parker, journalists at ProPublica noticed something odd. They uncovered seven versions of the email solicitation for the fundraiser, some mentioning a second fundraiser that night, a concert by Mariah Carey, others that Ms. Parker is a mother, and still others that Vogue editor Anna Wintour would be at the dinner. Who got which email depended on "big data" — information about each fundraising prospect and how different people react to different messages.
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Clearing the Path to Big Data Initiatives
November 19, 2012
From eM+C Daily
Big data isn't just about collecting all your data sources into one place. That's important, but it's only part of the whole picture. There's a difference between a "Big Bunch of
Data" and "Big Data." As marketers today do their best to wrap their arms around the concepts of big data, it's important to keep a clear vision of what you hope to accomplish so you don't get stuck in the weeds and delay adoption.
More Companies Agree on Big Data’s Benefits Than its Definition
October 26, 2012
From Marketing Charts
Almost two-thirds of professionals around the world say that the use of information (including big data) and analytics is creating a competitive advantage for their organizations. But ask these professionals to define big data, and all consensus is thrown out the window. That's what IBM and Oxford University found when they surveyed more than 1,000 executives from 95 countries, across 26 industries. The respondents, given a list of choices, were allowed to select up to two descriptions of how their organizations view big data. No single characteristic topped 20 percent of the normalized results.