Demystifying Big Data


My colleague Nick recently said to a client, “A good report translates data well; a great report translates the ‘so what?’ well.” This was similar to a comment Jon Bromstein, one of our Shop Talk panelists and an analytical lead at Google in Canada, made when he talked about the gap that often exists between storytellers/telling and data owners. While it is incumbent on all of us working in marketing, digital, communications and, candidly, business to maintain a solid data fluency, not all of us will be data “experts” or have jobs exclusively dedicated to data extraction and interpretation. Despite this, there is a massive and important opportunity and requirement for those working immersed in and adjacent to data to help translate the “so what” well and be the bridge between data and the story it tells.


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