Data: Seeing the Big Picture | Industry Insights | All MKC Content | ANA

Data: Seeing the Big Picture

Effectively gathering and quantifying consumer data is no longer a luxury, but a necessity in today’s market. Huge quantities of data can be amassed at dizzying speeds, and the amount of campaign information accessible to marketers has grown at an exponential rate. Between 2010 and 2020, the amount of data utilized by marketers increased from 1.2 trillion gigabytes to 59 trillion gigabytes, according to Forbes. However this statistic does not take into account the ways in which that data was communicated.