Hunters like to hunt big game. Sports enthusiasts love the big game. Journalists look for the big story. Marketers? Well, more and more marketers are going after something big as well, big data, and, more often than not they are coming away disappointed.
Why? It’s because big data is elusive. It’s massive and it is swirling around us everywhere much like the pollen does everywhere this time of year (in some parts of the US that is). Much like that pollen it seems to land everywhere but it get washed away or pushed aside just as quickly as it falls. A recent study from the Columbia Business School’s Center on Global Brand Leadership and the New York American Marketing Association (as reported by eMarketer) shows these challenges.