Instant access key to making Big Data matter

08/5/2014 | The Economist Group

Building a more agile marketing environment that takes advantage of analytics comes down to making data easily accessible at any time and anywhere, and using automation and in-memory processing to deliver it quickly, writes Adele Sweetwood, vice president of Americas marketing and support at SAS. Add meaning to data by combining different data sources for a full view of target consumers, measuring data relevant to performance objectives, and being consistent with data measurement and delivery across all levels and departments.

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