Marketing has always been a numbers-driven game. In the past, we measured press release hits, survey research, polls, billboard reach and conversion rates of direct mail pieces. Reports came out every quarter, or maybe once a month. Today, the amount and type of information we track has changed, and by 2020, we will be drowning in data. And the business will demand weekly or daily intelligence updates.

"Marketers are saying, 'I don't need more data; tell me what I can do with it!'" says Annie Weinberger, VP of Marketing for Promote Solutions at Autonomy , an HP company and global leader in software that processes human information, or unstructured data, including social media, email, video, audio, text and web pages"

Enterprise 20/20 | Chapter 3: Marketing 20/20 | Insight from information | Page 161