Video: The Data Hairball

Share this article:

Data is precious to marketers, but getting a handle on it presents a host of challenges.

In her new book Big Data Marketing, Teradata Applications CMO Lisa Arthur, refers to this phenomenon as the "data hairball." What exactly is the data hairball? The 2013 Direct Marketing News Marketing Hall of Femme honoree explains and shares five tips marketers can use to start unraveling the hairball.

Says Arthur: "The data hairball is this tangle and snarl of data we have under-leveraged and never tied together that just continues to get more complex day after day and week after week as more data comes at us."

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.

The (Marketer's) TV Guide

The (Marketer's) TV Guide

Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.

Acxiom Mobilizes and Socializes SMBs

Acxiom Mobilizes and Socializes SMBs

MyAcxiomPartner.com enables simple campaigns for social and mobile channels.