The digital revolution means that we are now drowning in an abundance of data. What’s a marketeer to do? James Lumley finds out more.

In 2012, two years after the first iPad hit the market, iconic management publication The Harvard Business Review predicted that big data would lead to a revolution in management and, by extension, marketing. [Big Data: The Management Revolution by Andrew McAfee and Erik Brynjolfsson Oct 2012]

Starting with the premise that “you can’t manage what you can’t measure”, the authors of the article argued that the advent of the internet meant that the volume, velocity and variety of customer and business data was so great that companies that didn’t harness it would be left behind.

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