A new class of Big Data applications and services could allow smaller firms access to digital advertising analysis tools and methods.
Speaking at the 2012 SES Conference, founder of the Digital Analytics Association Bryan Eisenberg said that as new companies launch in the big data space, capabilities that had previously only been accessible to large vendors could find their way into the hands of smaller companies.
"There are some black box technologies today that are going to blow your mind," Eisenberg said.
"They are evolving so fast, I don't think there is a tool out there that has been out more than two, two-and-a-half, years. A lot of them are in stealth mode and only coming out now."
He added that, with the ongoing data explosion, the world is currently generating more data in two days than it had in every year before 2003 combined. Such a massive collection of data could prove invaluable to marketers.
With emerging big data platforms increasingly available, Eisenberg believes companies will be able to gather improved feedback about the effectiveness of marketing campaigns and users will in turn be delivered better-targeted and more relevant advertising.
Companies will, however, need to undertake certain changes to adopt the new platforms.
However, Eisenberg advised attendees to adhere to a set of best practices which include mapping out current sources of data and learning lessons from various case studies on past projects.
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