30 Jan '13, 2pm

Why Big Testing Will Be Bigger Than Big Data

Big data is a big topic these days, one that has made its way up to the C-suite. The CMO may not yet fully understand what big data is, exactly. But the CMO knows he or she needs a plan for how to use it. In fact, three of IDC’s Top 10 predictions for CMOs in 2013 revolve around mastering this data explosion in marketing. In many ways, this attention on big data is a breakthrough moment for marketing. Sure, data has always been present in certain corners of the marketing department — especially with you astute search marketers and conversion optimization pros. But marketing management and culture have thrived more generally around gut instincts, creative concepts, and compelling communications. Marketing has been about big ideas. Big thinking. Big budgets. But big data? That’s something new. What’s qualitatively different — and somewhat ironic — is that big data actually p...

Full article: http://searchengineland.com/why-big-testing-will-be-bigge...

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