Overquantified Life
Big data is offering more ways to quantify the world around us, but brands must be careful not to accumulate more data than they know what to do with.
About This Trend:
As more and more devices collect isolated data, consumers and brands alike are finding it harder to find the tools to make practical use of it, as not enough impact is generated through the data collected. The struggle is to convert data into actionable insight through investing in the tools and people that can make this happen.
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