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ARF Brings You Cannes Lions 2015

A big problem of Big Data is actually defining Big Data

Tania Yuki, Founder & CEO of Shareablee

Ultimately, stitching together the data points to craft a holistic view of a consumer’s 360 degree path to purchase is the big promise of Big Data.

In the move from push to pull communications, Tania Yuki identified that this seemingly subtle switch is actually quite monumental to understanding How Advertising Works Today.

There is so much now that is knowable about your customer, prospects, and what they care about—the trick is integrating everything into not just your data set but into your DNA as well. Advertisers cannot simply rely on pushing out “one-size-fits-all” communications but must also practice listening and observing to create relevant, content-based messaging.

Although a methodological purist at heart, Yuki is excited to be a point in the industry where the challenge at hand is to manage big sets of messy data. She sees the challenge for researchers to shift out of a controlled environment to cobble together many big data sets to create powerful insights en masse.

Check out more in the video interview, brought to you by The ARF in Cannes Lions 2015.

Tania Yuki is founder and CEO of Shareablee, a leading provider of social content analytics for business. She has been featured in Fast Company and Forbes as one of 12 women driving digital in New York, and was honored with a Great Mind Award from the ARF. Tania survived a poisonous spider bite when she was five.