Big Data: It's Not What CMOs Know, It's What They Do

Collecting it isn’t enough – loads of organizations have piles of data gathered over years and years that just sits there, waiting to be harnessed. Analyzing it isn’t enough – insight is of no value sitting in some silo. Nor, in today’s fast moving markets, is data-driven intelligence delivering its full value when it doesn’t hit the desk of someone in a position to respond until six months after the fact. The true value of big data isn’t realized until it gets placed into the hand...