The era of the cloud is in full swing. Cloud-based analytic platforms are driving automation and improving the predictive accuracy of marketing programs across all sorts of industries. With these platforms at their disposal, marketers can solve some of the key challenges that have daunted them for years, like connecting data, reporting, gathering insights, making decisions, and optimizing marketing programs.In 2015, Gartner removed big data as an emerging technology trend, citing the fact that it has become prevalent in our lives and hence is no longer an emerging trend. Yet, McKinsey claims that less than 30 percent of the data’s value is being captured across industries. Big data’s applications will only grow as its true potential has yet to be fully tapped.