By Dave Stewart

In recent years, there has been a huge amount of hype around the subject of “Big Data” and its ability to capture and uncover meaningful insights that can be translated into improved ROI on marketing activity. Vendors of big data analysis tools claim that it offers a goldmine of performance-related information to help digital advertisers inform their strategies. For example, advertisers might want to know how the devices used by consumers or the geographic area that they live in correlates to campaign performance, or to compare the conversion rates of one type of offer over another.

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Source: The Drum