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Does big data make us understand less?

Does big data make us understand less?

Published 19 Sep 2018 by Isla Prentis

Isla Prentis, Business Unit Manager at The MediaShop says that Big Data was pegged as a trend at the beginning of this year. For the sixth year in row. Something’s wrong with this picture.

“Understanding is deeper than knowledge. There are many people who know you but very few understand you.” I came across this anonymous quote recently and could not stop thinking about it. Why? Because it helped me to define the gaps that I believe we’re facing in the marketing industry at the moment.

It amazes me that big data was listed as one of the big upcoming trends at the beginning of 2018 – for the sixth year in a row. How can it still be a trend six years later? And if it’s been around so long now, why is it still a massive gap in so much of our industry?


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