Marketers have access to more data than ever before – and it’s growing exponentially. The pandemic-driven acceleration in digitisation has created vast repositories of data around consumers, products and purchases. According to Statista, global data creation – the total amount of data created, captured, copied, and consumed – is projected to grow to more than 180 zettabytes by 2025 globally.
The challenge is how to sift through it and identify the trends and patterns that can be used to generate valuable insights. As a massive stream of data, it has little to no value to marketers without context and relevance. How can marketers transform realms of information and make data meaningful and useful?