Marketers Face the New Challenges of 'Big Data'

"Big Data" -- that messy, massive flood of digital customer information -- is creating big challenges for direct marketers. We note the Direct Marketing Association (DMA) is recognizing the issue with a new "List Source Big Data Optimization Workshop," co-hosted with CRM leader Merkle, this July in New York City. One problem, aptly described in a recent DM News piece by John Mullin at Javelin, is just the "functional overload" of big data capture, analysis and real-time use. Enterprises globally stored more than 7 billion gigabytes of new data in 2010, and the tide of information keeps rising.  But other knotty issues are emerging. Mullin notes a growing schism among direct marketers who assume you can work in big data or big creative, but not both. Plus, he foresees potential consumer alienation from an overwhelming blitz of information. And where's the line between Big Data and Big Brother? The recent flap about Orbitz steering Mac users to pricier hotels is just the first inkling of potential controversies. For more, read http://www.dmnews.com/the-birth-agonies-of-big-data/article/244316/