ONE of the most widely discussed topics in the marketing fraternity today is big data. Everybody recognises that there’s a lot more information today than ever before.
The amount of data available is no longer in gigabytes but terabytes and zettabytes. How big is a terabyte? It is equivalent to 333,333 songs, if your average MP3 is three megabytes. A study by IDC predicts that overall data will grow by 50 times by 2020 and it’s commonly acknowledged that the rise of social media, the Internet and multimedia is fuelling this exponential growth.
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