Big Data Will End Segmentation and Long Analysis Times

IBM CEO makes a clear statement about how big data will influence two key areas of marketing measurement an analysis.   And makes a clear challenge:  " ... Big data will spell the death of customer segmentation and force the marketer to understand each customer as an individual within 18 months or risk being left in the dust, according to IBM’s CEO Ginni Rometty. Speaking yesterday at the ‘CMO+CIO Leadership Symposium’ in Sydney, Rometty outlined three paradigm shifts marketers are poised to go through, giving the industry 18 months to sink or swim. .... "