SEA OF DATA

How a content supply chain merges content with Big Data

In The Group of Analysts’ recent EDEN study, the topic of Big Data is broached as a major trend that will help advance digitalisation. The study highlights the vast volume of data across the internet – likely to reach 35 zettabytes come 2020 – and the challenges that companies have with managing only fractions of that amount of data. Advanced software is the only way that Big Data can be managed, but data without content is as useful to a marketer as content without a means to disseminate it. Big Data and content need to merge to get the most out of both. This is done with a content supply chain.