The Question of Context in Meaningless Data

One of the things marketers and brands alike are excited about at the moment is the potential of Big Data. This excitement is understandable – the ability to tap into previously unheard of sources of information about our customers is a very big thing indeed.

Whether the excitement being generated is fully warranted is another thing, though, especially given the fact that Big Data more than lives up to its name when it comes to the reality of using it effectively.

At a conference earlier this...