Mobile World Congress talks big data
Big data is expected to play a major role in wireless operations in the coming years.
Just this week, Keith Weed, chief marketing officer at Unilever, addressed the audience in Barcelona at Mobile World Congress to speak about about how big data was transforming mobile opportunities.
As reported in The Drum, Weed said big data is driving new opportunities for marketers and consumers in the mobile industry, largely through data combined with location services.
Weed said, however, that establishing proper metrics for allocating budget dollars is important for big data in the industry. "Measurement is key and it is important to understand the rules of measurement before embarking," he said.
Mobile operator Orange also discussed big data at the show. It said it is aggregating customer data and providing marketers with metrics to use for analysis.
And Gigamon, a provider of traffic visibility solutions, has announced an advancement that transforms big data into manageable data for mobile carriers. Still under development, this technology will take the network traffic flows and control the volume of data being forwarded to other tools.
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