Marketers leverage big data in a number of ways, ranging from customer segmentation, customer insights, and predictive lead scoring, to personalised marketing and sentiment analysis. Some marketing teams rely heavily on big data for off-the-shelf marketing technology solutions to enable programmatic marketing, content optimisation, predictive response targeting, attribution tools, performance analytics and more. While others are evaluating open source software to build capabilities that will help them to quickly and correctly act on their own data. Either way, data analytics has certainly become top of mind for CMOs in 2016.

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