Online Marketing Analytics Managing Big Data is Not Enough
by Jim Sterne
This white paper looks at the advances in database analytics hardware and software and how they change the playing field for marketing executives willing to seize the opportunities afforded by such advances.
Also addresses the challenges of Big Data and applies it to an advertising use case for a well rounded view of how a marketer might best define campaign success amidst growing datasets.
Further guides marketers along the path to asking the right questions of their IT departments to best determine if voluminous datasets are being properly analyzed.