Data analysis is making its presence felt in a number of marketing areas, with the granular data collected allowing marketers to better segment their target audience while crafting specific messages. Almost six in 10 respondents said Big Data largely informed marketing techniques related to search, email or SMS, while about half said they saw a large effect on customer segmentation practices. But in the future, more executives expected data analysis to play a prominent role in overall marketing strategy. Read the rest at eMarketer.
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