Big Data: Driving Big Data

April 26, 2016 Driving Big Data Too much data has replaced the problem of too little in audience tracking, creating the need for a new vehicle to make sense of it all. By Dennis Kneale Reaping the upsides of Big Data in the media business will come to rely on a new kind of SUV. Not a Sport Utility Vehicle, but a Single Unified View. The Big Data revolution and the boom in TV viewing on individual, handheld screens have unleashed hoards of new data on consumer behavior, from buying to viewing to zapping to Googling, in real time or on-demand or by Net-streaming, whether day-of air or three days later, or lately, a full month later. The data sources are myriad and multiplying, covering overlapping segments of a mobile and fragmented audience more fickle than ever before, so it becomes all but impossible for mere mortals to make sense of this growing, mountainous mishmash. READ MORE» Related News Big data projects on the rise (but data use could be better)» Big Data and the Future of Business» How The Super Bowl Uses Big Data To Change The Game» Big data is the new ground game: How Ted Cruz won Iowa» Cloud, Mobile, And Big Data Analytics Drive Latest Rounds of Megadeals»

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