ABSTRACT
With big data emerging as a standard framework for decision making, digital strategy and governance have taken on an increased importance. Marketing and sales have been among the early adaptors that have found return on their big data investment. A clear driver is the rapid growth of programmatic marketing campaigns. Programmatic campaigns are dynamically triggered by predetermined events and ads are deployed according to a set of rules applied by software and algorithms. For a modern marketing organization the leap from programmatic to big data in not hard to justify after you have experienced the increased return from your online campaigns. Often the leap means that unstructured data (i.e. social media text mining) is added to your structured data (i.e. online analytics and ad platform metrics). This enables you to analyze the differences between behavioral patterns and what your customers and targets are actually saying, and this gives you a much better planning environment.
