Bob Garfield

The 2 biggest lessons we've learned from big data

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A lot of people are sick to death of big data. It's time to do a postmortem and examine the most important insights marketers have gained.

We need to get away from demographics

Sometimes, when we take a look at all the information being poured in by the multitude of new metrics, analytics, and measuring tools, it feels like we're having the same big message repeated: Marketing to demographics is a big mistake. Big data has taught us that centering on age, location, race, and gender is painfully obsolete.

Leah Spalding from Dynamic Logic speaks with iMedia about why "big data" has really become "rich data" when it comes to providing us with insights to move away from consumer demographics.