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Why big data still requires a human touch [GALLERY]

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With the evolution of technology and how much predictive algorithms are expected to take precedence, will key decision-making be replaced by data-churning machines? The answer is no.While big data has been the buzzword of late, it’s important to remember it won’t solve all problems.At Marketing’s Big Data 2014 conference held at the Four Seasons, Abdul Rahim Bawa (pictured), VP of insights and marketing analytics for (SEA) for MasterCard, said: “Big data is not a silver bullet to solve all your problems. In fact, it won’t solve your problems. Ultimately, common sense will.”He was, however, quick to add that with the influx of data, mundane and repetitive work needed to be automised and this was simply to make room for a long-term data strategy.Making headway in the world of data requires the right people and, of course, talented data scientists. Without the right people to make sense of the data, navigating the world of big data is close to impossible.Data, in fact, should work in tandem to enhance and humanise the marketing function. Data enables marketers to understand and relate to consumers. It makes giant corporations less intimidating“Today consumers are talking among themselves. Marketers can either sit back and be part of the audience, or they can take part in the conversation. And you can only be part of the conversation when you know where it is happening. With big data, marketers can then know where to be to join the conversation.”He added silos inside the marketing team and IT teams also needed to be broken.“When you are working with big data, you are part of the group. No matter what your role is, you are part of the data analysis team. Stop looking at the team as a ‘them or us’ – you need to go back and work with the business analyst and data scientists as a team to optimise the way you understand your consumer.”On the issue of social media listening, Anna Rokina, social data consultant at Lenovo, said despite Lenovo wanting to move ahead and be completely automised in the way it analyses data, analysts were still vital to the company and marketing to understand the reasons behind a peak in social dynamics on a certain day and a dip on other days.To read what else Rokina shared, click here.Meanwhile, if you missed the Big Data 2014 conference, take a look at what went on below:[gallery link="file" ids="73397,73394,73390,73392,73393,73391,73386,73389,73385,73384,73383,73382,73381,73380,73379,73378,73374,73375,73376,73377,73366,73367,73368,73369,73373,73372,73371,73370,73398,73399,73400,73401,73402,73403,73405,73406,73407,73408,73409,73410,73411,73412,73413,73414,73415,73416,73417,73419"]

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