Data is not simply a trend for 2018, but the very core of all things digital and online both for this year and in the years ahead. Estimates have suggested that approximately 2.5 quintillion bytes of data are generated every day.  Each year more people get online, with online devices becoming increasingly accessible in terms of cost and speed. But what does all this mean for business? According to Pilira Mwambala, ad operations director at Mark1, data is what enables businesses to make key decisions about consumerism, driven by the fact that the world’s Internet population is almost 4 bn people. Every swipe, click, like, share and view gives brands real-time access to their consumers and supporters, as do interconnected social platforms, providing huge sources of data that allow for smarter marketing. “Nowadays, technology is smarter and faster, and it’s integrated. There’s been an upsurge in wearable technologies. Not only are these fun and trendy to use, tech companies are investi...

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