For local media companies, the benefits of big data are many, including a positive impact on the bottom line, but harnessing that data presents a challenge. Working with big data invariably means stitching together a solution among a disparate field of vendors, as well as creating an in-house team to analyze the data. Not to mention the potential legal problems. Part one of a three-part special report on local media and big data, looking at the promises and challenges of this fast-changing field. Read part one here. Read the full report here.
As local media companies eye the potential of big data for deepening their engagement with audiences and advertisers, they are learning just how messy, expensive, incremental and imperfect the process can be. In the first of a three-part special report on local media and big data, NetNewsCheck looks at the promise and challenges of this fast-changing field.