Good question …

… Can ‘Bıg Data' Fix Book Marketing? (Hat tip, Dave Lull.)

"Publishers aren't quite there yet," says Dumbill, referring to the number of publishers he sees at the Strata conferences. Utilizing Big Data projections, he says, will mean a shift from "operational applications to creative and profitmaking applications, in other words, the ability to uncover [new business] opportunities. You have to dig deeply into this information and it will change how a business views data. You will find stuff that you might have missed in the past."