The Fifth V of Big Data

Big Data offers the chance to access more reference points for customer behaviours and the world in which they live.

Big Data is the means to an end - that end being richer insights into consumer circumstances, needs and behaviours. Brands that can apply these insights to their marketing decision making and meet consumer needs better or quicker than other brands will win the Big Data game, achieving sustainable competitive advantage and higher profits as a result.

This white paper summarises a framework for understanding the challenges and complexities of Big Data, then how to apply this framework within the Marketing context to convert Big Data into Value - the fifth V of Big Data


  1. Outline
  2. Introduction
  3. Big Data 4V Framework
  4. Developing a Big Data Strategy
  5. Conclusions

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