In a world more connected than ever, companies such as Google and Netflix have access to a massive pool of data that captures consumer behaviour patterns through their devices. Marketers have been able to tap into this aggregated information and leverage it for product and service personalization, all with the ultimate objective of driving more revenue. Big Data has triggered both excitement and fear towards what can further be done with it. Rym Benchaar, data-driven marketer and visionary, demystifies everything related to Big Data, but also talks about how it can be used for the greater good of humanity while aiming to break barriers on privacy concerns.

After graduating from Concordia with a BComm in 2010, Rym dove head first into the world of market research, which kick started her love affair with data. After spending several years crunching numbers for companies such as the Danone group, Reitmans Canada and Merck, it gave Rym clarity on how data could target and predict consumer behaviour.
Now leading a strategy team in the digital marketing industry, Rym leverages a wider range of data to help executives make strategic business decisions. At her core, her role will always be to craft marketing tactics but the question that always come up: how can we leverage the same information but use it for the greater good of humanity? Rym invited the audience you to look beyond big business data and demonstrated how we have already started to revolutionize our way of life.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx