I caught up with Michael Baker, founder of dataxū, at the Festival of Media Global 2013 and managed to have a brief chat with him. We talked Big Data and the impact it is to have on the marketing function.
And he doesn't hold back. For Michael, brands are seeking assistance in making sense of the rising amount of data at their fingertips. However, he doesn't see agencies as being in a position to provide such support. According to Mike, the media agencies lack both the tools and the talent to provide the kind of support to brands.
We also discuss the balance between creativity and data, qualitative and quantitative in marketing. All in all well worth a watch, even though you might find yourself disagreeing/agreeing strongly with his thoughts.
More on this over on my blog citizenbay.net