How Do You Brand Big Data?

Brokers need to distinguish themselves in a crowded market


Branding data is tough—and not just because many eyes glaze over when you start to talk about it. But in today’s media marketplace, it wouldn’t be wrong to think of the data world as a spreadsheety version of a gold rush, with everybody scurrying to stake their claim.

“At the early stages of anything, most people who are in that thing don’t understand it very well,” said Rick Erwin, president of consumer insights and targeting at Experian.

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