The basic idea behind the words “Big Data” is that everything we do is increasingly leaving a digital trace, which we can track, use and analyse. “We have access to a vast variety of Data but what really matters is our ability to make use of it", says Ben Shaw, who also highlights that it’s not only about business intelligence but also “finding questions you did not know you could ask.” So, what resources should a media company invest in a data strategy? Where do you start and how do you measure return on investment? The annual Small and Midsized Business meeting will address these issues.

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