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2-min video: Big data is a game changer, says IBM’s Katharyn White

26-February-2013
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2-min video: Big data is a game changer, says IBM’s Katharyn White

Big data technology is changing the game for marketers. It can help in revealing insights about the success or failure of marketing efforts and advertising campaigns. Hence, it is important to delve deeper into how big data can make a difference to a brand.

Every organisation sits on humungous amounts of data; it is important to tap this data properly and at the right time in order to influence the decision-making process.

As per Katharyn White, Vice President Marketing, IBM Global Business Services, technology has created a dual-edged weapon of opportunities and challenges. It has created multiple routes that bridge the consumer-marketer distance in an unprecedented manner. Information is now available and accessible everywhere but it is important for marketers to properly utilise big data available to them.

According to research firm IDC, the global market for big data technology and services will expand at a compound annual growth rate of roughly 32 per cent between 2012 and 2016.
Hence, big data is only expected to grow, making it crucial for every growing organisation to understand its relevance and formulate tools to adapt it.

White elaborates on the importance of big data technology in marketing that is available in the eco-system to help understand the customers better. She also shares reasons for IBM’s success in India. View the video to know more…



The story is compiled by Twishy and Abid Hasan

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