“The way I see it, there’s a number of hurdles. Firstly, you’ve got to start collecting the information, then you’ve got to collate and make sense of it. Then you need a team of people that can actually interpret what the findings are. And then you need another set of people to tell you what to do about it.”
Rob Wells is talking about the music industry’s approach to big data – a science that’s been exciting music execs for several years now, but which still has a lot of potential to be tapped by labels, artists and managers.
“There’s a lot of chatter about data, and how it can inform your marketing efforts and provide you with ROI and give you more insight and blah blah blah. It’s another thing to put it into executional use.”