Big Data isn't always Beautiful. Or Useful - Which-50

The importance of data to modern marketers is undeniable, but most data that exists today is unusable. That's according to dotmailer, that found the challenge for marketers now is not data access, but determining which data is useful to analyse. The dotmailer ebook, Your pathway to smarter email automation, suggests most of it isn't. The report found 80 per cent of the exponentially increasing amount of data is "unstructured". And while the unstructured data can provide insights it is unable to be leveraged at scale because it cannot be catalogued or stored effectively.