Check out my recent article on how Big Data impacts CRM practice in the CIO Review magazine:
Synopsis:
By layering the where, when, how, and with whom from disparate sources on top of a single brand’s myopic relationship, Big Data is able to unlock the why of an individual’s purchase and use behavior.
The most mature companies (Amazon, Google, Facebook) apply aggressive tactics to capture and apply information from all of the four potential data sources: Internal, 3rd party, Consortium, Aggressive Capture. In doing so, they are creating a superior position to better understand and engage customers compared with competitors.
Big Data combined with CRM and Marketing Automation tools is incredibly powerful. Companies need to ensure the application of the information is applied with sensitivity to avoid the risks of being creepy.
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