Big Data: opportunities and threats

At the SOM & Swiss eBusiness Expo on April 15 and 16, the focus will be on "Big Data".Two keynotes and several presentations among the total of 80 program items on April 15 and 16, 2015 at Messe Zürich will provide information on the prerequisites and opportunities of data-driven marketing. Big Data will become the central challenge for marketing in the coming years," says Marcel Altherr, head of CAS Online Customer Integration and Management at the Lucerne School of Business. His presentation at the practical forum of the trade fair focuses on the "fine line between the great opportunities offered by Big Data and the sensitive and risky handling of customer data".The keynote by Zuzanna Gierlinska, Oracle, focuses on the approach of merging data, which allows brands to target consumers specifically and precisely. The typical fragmentation in many marketing departments, which generates various data silos, currently still stands in the way of profitable data use, she said.Through the accurate analysis and interpretation of data, marketers gain a better understanding of their customers as individuals, Caroline Taylor said. In her keynote, the head of marketing at IBM Europe will explore trends in data-driven marketing and show how marketers can adapt their marketing mix to meet customers' needs more comprehensively.More information and visitor registration at www.swiss-online-marketing.ch.You can read more about Big Data in the current issue of Marketing & Communication 03/2015. To order your subscription, please go to here.