What data can do for your campaigns (and what it can’t) 

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You don’t know what to do with your data? Don’t worry, nobody does exactly – the term ‘Big Data’ actually refers to this problem. Here’s some advice on how to approach this mystical thing.

“Data is the new oil” – says the famous quote but I would argue that data for a campaign is actually more like water for the human body. You don’t immediately feel how crucial it is – but the lack of it can kill you. Its value is obscure. Remember when everyone thought that putting water (normal, still water) in bottles and selling it a hundred times more expensive than tap water was the stupidest idea in the world? Well, today it is a multibillion-dollar industry. The same goes for data. The sooner campaigns and campaign managers realise the actual value of data, the more they will benefit from it.