To some marketers, big data and analytics are still dubious concepts with
little to offer the time-pressed digital marketer. For those who attended
‘Gaining data from insight’, an evening event run by MBN Solutions and
hosted by IBM at its Southbank Client Centre in London on 17 September,
the real-world examples from Boots and the All England Lawn Tennis
Association (AELTA) showed those concepts in use right here, right now.