Charlie Laidlaw is a director of David Gray PR and a partner in Laidlaw Westmacott.
The advent of big data is allowing companies to deploy smart marketing campaigns aimed at smaller and smaller segments, profiling all of us against analytical technologies that are driving messaging from the macro to the micro.
By tapping into large sources of data, smart companies are beginning to understand how the demographics and buying habits of an ill-defined crowd can be distilled into valuable marketing information to drive bottom lines.
A research report from McKinsey, published in 2011, said that big data will become a key basis of competition, underpinning new waves of productivity growth, innovation, and consumer surplus.
PR and marketing