Big Data has been developed across the globe to help human beings in business processes. However, several shortcomings have been noticed. Data mining out of companies’ customers’ trends is not a completely new method, yet the sheer volume did not exist prior. The human touch and intelligence is being sieved out due to such excessive automation. This is also leading to ad wastage and ad frauds. As a solution the field of neuromarketing is gaining traction. This field has combined neurosciences, technology and marketing. This has been developed at the Northwestern University and aims to get the best out of the human mind along with data. This will enable marketers to get insightful meaning into market analysis beyond just numbers.

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