Before the advent of big data, marketing functions were largely focused on creating brand awareness through mass-market promotional efforts. Usually, these campaigns would be directed by gut instinct rather than any sort of quantitative analysis. As a result, it was often impossible to derive any insight into the sales growth they brought to the business. Understandably, the lack of clear value offered by these campaigns would often leave CEOs wary about investing in any further marketing.
Over the past decade, however, the landscape has undergone a seismic shift. Gone are the days when scattershot advertising and vague measurements could produce a successful marketing campaign. The introduction of multiple new digital touchpoints in the customer journey has created a far more complex sales cycle and brought a massive influx of data into the enterprise alongside.