It's Time for CMOs to Take Charge of Big Data

Big Data is still more of a Big Mystery in most marketing departments. Part of the problem is that too many executives think they need to wrap their arms around all analytics and come up with a comprehensive big data strategy. They either want one that's equated to a series of data-driven tactics or to the building of a complex infrastructure. They also want a plan large enough to encompass the vast swaths of ever-increasing information.