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.”
