Data data...

The amount of data available nowadays is actually quite scary. The good thing is (from a consumer's point of view) that we are all regarded as a "cookie". But what does having so much data mean to advertisers? The world!

Retargeting and prospecting - targeting users that are likely to purchase your products and leave the ones that are irrelevant alone. Advertising is rapidly moving towards behaviour and using data to predict that a consumer is likely to be interested in one's product has made advertising seem worth spending money on.

My takeout from Module 4 was to use data to dig out insights. All the above is all nice said but is it actually done? I don't think that the amount of data is appreciated by advertisers.