Marketing and big data are still a new couple. I say this as someone who is using "big data" - the worst buzzword of our time btw - to transform marketing at my startup. The article only hints at some of what they are doing here, but it doesn't sound like much beyond what teams have been doing for years (I worked at the Pepsi Center for Kroenke - Nuggets and Avs my senior year of college) with the persona building and analytics stuff.
It's fashionable to applaud start-ups for being on the bleeding edge of everything, while big companies lag far behind. In many cases, that meme is true. When it comes to marketing, however, the big boys are the trail blazers. They've been using "big data" for years, and the most innovative players are doing mind-blowing stuff studying brain waves and such.