Data is omnipresent. It's in the news. It's on the airwaves. It's even on motorway billboards. It's generated in bulk by the devices in our hands, on our wrists, and inour kitchens. And it's never been easier and cheaper to store and analyse.
It's no wonder marketers are excited. We're told that, through data, we can know all about our customers and their behaviour. Through data we can plan, run, and measure more effective campaigns....