The Story Does Not End with Big Data


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Big DataBig Data (Photo credit: Kevin Krejci)

Harvard Business Review recent focus has been on Big Data.  This appears to be the year of Big Data.  The burgeoning mountains of data gathered from inbound web activities on the part of consumers and business buyers are the main drivers. 

What I see as the emerging struggle with Big Data is the ability to humanize the data.  The aim is to reveal insights about consumer and buyer behaviors.  Big Insights as I call it can come from the use of Big Data as a guide to further qualitative understanding.  Big Data can tell us where deeper layers of insights may be residing. 

C-Strategists will need to consider this: the story does not end with Big Data.  The story begins with Big Data.  It can provide the roadmap to where hidden values of insights are residing.  Insights that go beyond mere behavior trends are what lead to differentiation.  These insights will enable the telling of your consumer or buyer’s story.  Without Big Insights – there is a story with no plot.

Big Insight is out there.  It takes human interaction to find it.  Not numbers alone.

Republished with author's permission from original post.

Tony Zambito
Tony is the founder and leading authority in buyer insights for B2B Marketing and Sales. In 2001, Tony founded the concept of "buyer persona" and established the first buyer persona development methodology. This innovation has helped leading companies gain a deeper understanding of their buyers resulting in revenue performance. Tony has empowered Fortune 100 organizations with operationalizing buyer personas to communicate deep buyer insights that tell the story of their buyer. He holds a B.S. in Business and an M.B.A. in Marketing Management.


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