Australia's Ultimate Marketing Technology Almanac Oct 2015 | Page 3

Chapter 3:

Social analytics their master’s voice
WORDS: Andrew Birmingham

and Anna Russell

B

ig data is a term
that was long ago coopted and occasionally debased by technology and marketing departments. That probably
explains why its original
intent has been forgotten. The ‘big’ in big
data referred not simply
to volume but also to
the plethora of sources
and a major contributor
to that was the rise of
social data.

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