Big Data Doesn't Work if You Ignore the Small Things that Matter
Harvard Business Review
OCTOBER 5, 2012
So why do companies spend millions on big data and big-data-based market research while continuing to ignore the simple things that make customers happy? Hound you with robocalls until you answer a survey? Big data is today's panacea, the great new hope for unlocking the mysteries of marketing. We all have.
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