How Big Data enables the relationship between data types to be explored
In my previous article in this series exploring the application of Big Data to marketing, I looked at how the Velocity component of Big Data provides greater understanding of your customers, improving marketing performance. In this post, I will explore the third of the 3 Vs, the potential impact of Variety on Marketing
Variety covers the multiple types of data that are now available from the established structured data of tables and columns, with defined elements and values, to the many unstructured free format types of data.
In recent years the amount of unstructured data and machine generated data is increasing at an exponential rate, being the major proportion (>80%) of the vast volumes of data now in existence.
So what does this…