It’s hard to escape the hype around “Big Data” and the big promise that all that data can generate powerful and profitable intelligence. This research brief by Aberdeen provides some actionable insight regarding the potential for big data by looking at the strategies, processes, and technologies Best-in-Class firms are adopting around data analytics for marketing today.

While adoption of “big data” per se is nascent, the transition to dynamic, behavior-based segmentation and targeting, and real-time management means companies are likely to see significant growth in the volume, velocity and variety of data.