There is no perfect solution right now for the issue of big data, but there are some very interesting ways to look at the ecosystem and derive some conclusions. As incredibly useful as data is, marketers need to remember that consumers are human beings, and you need to be able to properly interpret that data to really know the consumer better. We need to be better about the way all of this data is leveraged. Proper interpretation of data affects the way that you reach out to consumers. Avoid glancing quickly over data and "reaching out a dirty hand" to consumers. Instead take the time to digest the information in front of you and make a genuine connection with them.
Kevin Hung, SVP and digital innovations director of Havas Media, discusses why it's so difficult to trace the right path with data, and provides tips on how to approach consumers.
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Article written and video edited by associate media producer Brian Waters.
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