Implications of Big Data Evolution on Marketing - insideBIGDATA

In this special guest feature, Jordan Cardonick, Director of Media Analytics at Merkle, discusses the common pitfalls and missteps that companies fall into when trying to democratize data and insights for their company. It isn't just about what data you have access to, but how do you ensure it is effectively communicated and embraced and not just how to use it to create a chart, graph or model. Jordan has spent the last decade of his career transforming data and information into actionable and achievable insights for world-class brands, totaling over a quarter billion dollars in spend. While primarily focused on digital media, he and his team combine that knowledge along with marketing savvy to help grow the accounts that they support. Jordan has an undergraduate degree and MBA from the University of Pittsburgh, but still remains a dedicated Philadelphia Sports fan. In this new data-first environment, companies are diving head first into artificial intelligence (AI), machine learning, data lakes, and cloud-based solutions to drive their marketing efforts, while they hire every resume that contains a Data Scientist title.