Abstract:

After a first hype, opinions with regard to the value of Big Data for decision making are much more differentiated: is Big Data the universal answer? Will the massive amounts of new data sources be the end of market research? Many are disillusioned after their first experiences with Big Data. What unites many Market Researchers and Data Scientists is uncertainty. Only one thing seems to be sure: we'll face further exponential growth in available data. Guidelines on how to make best use of the data are required. During this interactive session the authors will provide hands on guidance on how to avoid common Big Data traps by proper data management, suitable Big Data tools, and above all by utilizing curated, high-quality market research data (e.g. single source cross-media panels) as reference layer in Big Data analysis.