Most 'big data' marketing is a waste of time, and here's why …

Most ‘big data’ marketing is a waste of time, and here’s whyUsing big data to look at past trends is not the best way to work out what your customers want, argues Peter Swan of the UNSW Australia Business School in this cross-posting from The Conversation.A passer-by happens upon a drunk searching for a lost wallet under a streetlight. With nothing in […]