Today, Neolane and the Direct Marketing Association (DMA) issued a free report entitled, “Big Data: Impact on Marketing Organizations.” The report presents the findings of a survey of more than 250 mid-level and executive-level marketers across a number of industries.
The Key Takeaway: most marketing departments are ill-equipped to handle the growing influx of data and are behind in planning for tremendous growth.
As I brainstormed ideas for visualizing the survey data, two things occurred to me.
First, while it’s easy to get fixated on its sheer size, big data is not an end in itself. Big data is only as good as the actionable insight that can be extracted from it. The other revelation was that a big data strategy must be built upon three key factors—organization, technology, and governance—that work in tandem to effectively transform this data into actionable insight.
These two thoughts naturally lead me to the design concept for this infographic: light passing through a prism and being transformed into a rainbow (a la the cover of Pink Floyd’s Dark Side of the Moon). The light is big data, the rainbow actionable insight. And the three corners of the triangle represent the three factors that work together to transform big data.
What do you think? Here is our latest infographic, “Transforming Big Data”. We would love to read your feedback via comments below and in social media.
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