The next media disruption tool: Predictive analytics

Yeah, sure – Big Data. We get it, right?

We all know that the digital age is producing huge amounts of data about consumers and their behavior. And, sure, we know that anybody who's in the marketing and advertising business – like local media companies – needs to get good at it. Right?

Not that we've quite learned how to do it yet. But surely we know – don't we? – that we simply must master it to benefit both ourselves and our customers? And we're working on it, right?

Well, I am. I hope you are, too.

Why? Because somebody is going to bring Big Data to Main Street. If it's not us, Big Data will be the next big wave of disruption in our advertising and marketing business. It's guaranteed to whittle down our local media ad revenues still further.

I've blogged about the huge opportunity and threat of Big Data for local media companies four times in the last 13 months. If you're a regular Media Reset reader, you may be thinking, "What, again!?"

If you're not a regular MediaReset reader, I strongly recommend that you catch up on Big Data and its local media possibilities here.

But I can't stop there. I keep digging deeper to learn more about what Big Data can do and how we can master its potential for ourselves and our customers. And I keep learning.

For the last couple of months, I've been digging into predictive analytics – a narrower niche in the vast expanse of Big Data. It's the sharp cutting edge that is making Big Data even more powerful.

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