Mobile, search, social -- every year or so a new hot term takes over the conversation and gets the attention of the c-level execs. The new one is "big data." But data is only as good as the process you use to glean insights from it. And as the people who are hands-on with the data, you know it's not a silver bullet. We spoke with David Harris, digital marketing manager for Fisker Automotive about finding the "right" data.
0:00 — "Big data"
0:49 — Data that helps you make decisions
1:30 — 2 tips for finding the right data
2:20 — What are the most important metrics?
2:55 — Who should be making data decisions?
2:30 — The worst thing a company can do with "big data"
Run time is 4:07
David Harris is the e-business and CRM manager for American Suzuki Motor Corporations Automotive Division where he is responsible for all the interactive marketing elements. Working on his 6th year with Suzuki, Harris has watched Suzuki's automotive business rise from just over 58,000 units to in excess of 100,000 units. A portion of that business was built through the activities of the Marketing teams utilization of and integration with the interactive marketing channels. Prior to joining Suzuki, David worked with Doubleclick, Autobytel and Xerox. Harris has a decade of experience in the interactive arena with many years focused around utilizing and leveraging the interactive opportunity. The opportunity to work with-in the interactive and data channels on a growing brand such as Suzuki makes everyday exciting. Harris holds an MBA degree from the Graziadio School of Business and Management at Pepperdine University. He lives in Orange County with his wife and son.