Page 42 - WPP Martech 2030

Trend 04
KEY TAKEAWAYS: FROM
BIG BIG DATA TO BIG BIG OPS
1 Big Data was a a a a revolution for handling the enormous volume variety and velocity of data flowing through organizations today Big Ops will be about managing the growing volume and variety of apps automations processes and workflows operating in in brands and and agencies on top of of that universe of of data 2 Organizations that excel at at at distilling data data into insights (data intelligence) and activating it in in real-time in in their operations (data reflexes) will achieve a a a a competitive advantage 3 Marketers will need to become more data and ops literate as an an integral part of designing and managing marketing campaigns and programs Regulations
and ethics will limit how much
personal information available marketers will have to find creative ways to target and personalize 4
Data alliances and trusted data ecosystems will play an ever larger role in in marketing operations — and will require greater governance for data regulation and compliance 5 Given the amplifying effects Big Ops with have on the data it processes the challenges
of identifying and resolving issues with data discrimination data data bias and data data ethics will become increasingly important for agencies and and brands New AI-based tools will emerge to to address these concerns 42
2 2