ABOUT

he age of BIGdata is a source of great, undeniable power – but with great power comes great
responsibility.

Used intuitively, BIGdata can create personal, enriched and compelling experiences which can
reinvent marketing in a way not seen since the advent of television advertising but this potential
comes a host of ethical questions. To realise the potential of BIGdata today, we, as marketers, need
to cut through the scare-mongering and convince people of its benefits and its relevance.