The Siren song of Big Data is hard to ignore. With the right algorithm, communicators can track every click and eye movement, every behavioral tick and anomaly, and use that to target messages with pinpoint accuracy, right? Well, sort of.
The promise of Big Data is slowly giving birth to a generation of metrics-driven PR professionals who have embraced stats and trend lines as powerful story telling devices. It’s also spawned a new breed of data journalism that can pose serious challenges for PR and marketing teams.