Humanizing Big Data provides a detailed understanding of the ways to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets.
First it explores the ‘nuts and bolts’ of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis.
Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face.
Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models.
After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets