How The Era Of ‘Big-Data’ Is Changing The Practice Of Online Marketing

In the early days of ‘Mad Men’ marketing, half of all Marketing spend was famously wasted – the Marketer just didn’t know which half. Many a Marketer’s sleepless night was spent wondering what levers of their Marketing spend to push forward and which to dial back. Then, along came the Internet, and with it a new kind of marketing. Marketing online brought with it ‘cause-and-effect marketing’ and a greater ability to measure the effectiveness of marketing effort. New metrics such as click-through rates, bounce rates and page views made its way into our lexicon and marketing gradually became a discipline rooted in data, with Excel the primary tool of choice. The Era Of Big Data Arrives As the ways for online users to interact online grew, methods of marketing to online users grew with it. Marketers could soon choose from a broad spectrum of ways to spend their marketing doll...

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