Big data will change the game for marketers in the coming years, and VC is looking to be a part of that win. Historically, marketing automation has been more about process rather than data, but the proliferation of social media and online buying has enabled marketers to closely tie their marketing spend to return on investment.
According to a McKinsey study, most firms with 1,000+ employees have over 200 terabytes of data. To put that number in perspective, that is twice the size of Wal-Mart's data center in 1999. All that data allows marketers to see real-time patterns and take actions accordingly.
Many think that VC money flowing to marketing automation an indicator that the area is about to become very important to marketers across the globe.
