The primacy of Big Data in marketing and advertising has occurred so quickly that it's hard to remember that just a few years ago, Big Data was initially met with resistance. Marketers wondered, "What is it? How will it work? Will the unknown benefits outweigh the known risks?"

Results have a way of speaking for themselves. Early adopters that trailblazed in the past now stand poised to dominate in 2015.

A new order has emerged: the marketing and ad tech sectors have embraced Big Data—thoroughly and completely. In a short time, harnessing the power of Big Data (gathering, synthesizing, and acting on data on a large scale) has moved from an innovation to a critical success factor.

There are many questions about how the evolution will play out in 2015.

Which new advances will have an impact in 2015? Will profits from Big Data marketing be significantly higher? Is there a ceiling regarding how far Big Data can go or is the potential limitless, as global data creation and information collection grows exponentially and the cost of storing data continues to plummet?

Predictions about Big Data can be notoriously problematic, but thinking about the future of Big Data is a productive exercise. With the caveat that these predictions a standard deviation or two of the mean, here are a few predictions.

1. Big Data goes mainstream

2015 will see Big Data management become more mainstream. In many ways, we are still in the infancy of Big Data, but the consistent growth is becoming unstoppable. Essentially, Big Data management is simple: collecting, storing, analyzing, and acting upon large and sometimes complex data using various methods and techniques.

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image of David Steinberg

David A. Steinberg is CEO and founder of Zeta Interactive, a New York-based customer lifecycle marketing platform company.

LinkedIn: David A. Steinberg