EASTON, CT -- In one of the most mind-expanding sessions of i-com's multi-week Global Forum for Smart Data Marketing, the case was made for elevating a new field of social science analyzing how people increasingly live in "digital villages," and what implications that has for marketing.
Discussing what they called "digital anthropology," its champions said smart data can answer the who, what, when and where of people's time spent online, but the new science is needed to explain the "why."
"Big Data is incredible. It gives us insight at scale. It gives you a lot of what people are doing and where they are going," explained Katie Hillier, principal director of innovation and The Living Learning Lab at Accenture's? WhatIf! unit, during the i-com session co-presented with Telmar CEO James Ingram.