Big data, bigger marketing

Reference website: https://www.sas.com/en_us/insights/big-data/big-data-marketing.html


The article talks about how big data matters to marketing. "48% customer analytics, 21% operational analytics, 12% fraud and compliance, 10% new product and service innovation, and 10% enterprise data warehouse optimization are among the most popular big data use cases in sales and marketing." (Luis Columbus, 2016) From the data, it showed how important big data marketing is a critical topic for a business student to know, and it is a skill that they must have not only in the future. 
Though the article showed how big data involved in the market and how it works, using big data, the challenges it is going to face is knowing what data to gather, which analytical tools they should use, and how to go from data to insight to impact. If a company wants to understand what its customers want, they will need to analyze its sales database, or they want to improve its company operations, they will have operational and financial data to contend.
Big data adoption reached 53% in 2017 for all companies interviewed, up from 17% in 2015, with telecom and financial services leading early adopters. (Dresner Advisory Services' insightful 2017 Big Data Analytics Market Study 94 pp., PDF, client accessed reqd), over half of the companies, made good use of big data, an example for it is Starbucks. Starbucks launches new products every season and holidays, and analyze the collected data and then made the decision.  
The world trend changes rapidly, and big data is a skill that had used quite a while. Over half of the companies in the world using big data as their marketing strategy and half of the companies have been using it for nearly a decade. In the future, people can still see that this skill became an ordinary skill in the future. Pick up such skill, understand how it affects the market, and then make good use of its strategy early, is helpful, and it will inevitably affect people's lives in the future. 

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