Use Big Data to Create Value for Customers, Not Just Target Them
Harvard Business Review
AUGUST 16, 2016
Answering these makes marketing more efficient by improving targeting and by identifying and eliminating the famed half of the marketing budget that is wasted. and 2) can we link what consumers hear, read, and view to what they buy and consume? That is, we need to shift from asking what big data can do for us, to what it can do for customers.
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