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M&E Journal: Using the Consumer Halo in Media and Entertainment

August 28, 2015 · Posted in M&E Daily, M&E Exclusive · Comments Off on M&E Journal: Using the Consumer Halo in Media and Entertainment 

By Alex Akers, Senior Associate, Jacob Carlson, Consulting Manager, and J.P. Benedict, Managing Consultant, Cognizant Business Consulting

Big Data. That’s the term we hear so much in today’s consumer economy, describing the sheer volume of data accessible to companies.

Social media, mobile devices, and cloud-based storage have propelled big data from an idealistic concept into what we know today. Year after year, human consumption of data grows at an ever accelerating rate. An IDC white paper published in 2010 estimated that in 2009, 800,000 petabytes (0.8 zetabytes) of data were generated. By 2020, the amount of data in the digital universe will grow to 35,000 zetabytes, IDC estimated, a figure that was inconceivable to most people a decade ago.

While information has been accumulating for a long time, the rate of growth has exploded as computers and digital devices—especially connected devices—have become ubiquitous. Where in the late 1990s or early 2000s a household might have had one family computer, now individual family members have a personal computer, a smartphone, tablet, smart watch, and are even wearing smart glasses. Today’s consumer is über-connected. News, business, and social communication are constant, so the portability and “always on” notion of our devices are deemed a necessity to those consumers.
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