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Brands Wait For The Promise Of Big Data

There is little question that big data has the potential to generate greater profits. McKinsey and Company studied the use of big data in five different industries around the globe and found that the use of big data can increase operating margin by as much as 60%. At the same time, a study reported by the Marketing Accountability Standards Board (MASB) and marketing research firm Truthset found only modest agreement on basic demographic information across sixteen leading digital targeting data service providers.

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