December 2023
Beginner to intermediate
328 pages
9h 9m
English
Content preview from Sustainable Marketing
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The sustainable data universe
The hornet’s nest
There is no escaping data in the world today. The vast and mind-bogglingly huge volumes of it that we capture are ever increasing to the point that we are even running out of sensible nouns with which to label it. Big data was daft, but descriptive. Hyperscale data is just too close to the world of science fiction to be taken seriously, so we are assuming that the next label will be ludicrous data, borrowed from the movie Spaceballs, where Elon Musk gets all his best ideas.
But data has to be taken seriously. Opening up the debate on marketing data is opening up the proverbial hornet’s nest. The commercial growth promise of marketing data is impossible to ignore, promising ever-increasing capabilities ...
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