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Working and valorising Big Data is business-as-usual for companies that have built their business model on it. For companies that don’t compete on analytics, that is for whom analytics is not a core element of their strategy, it’s a huge challenge.
But Big Data is the talk of town nowadays. I think that a part of the growing management interest is due to two factors:
Two weeks ago I attended the Customer Insight & Analytics Exchange in London, in which I participated as a speaker. See Maz Iqbal's account of these two days here:
One of my personal highlights from day 1 was Suresh Vittal's presentation (Forrester). He…Continue
Big Data can help in mapping and understanding customer behaviors, and in developing one-to-one marketing programs or innovative services. However, Big Data is too often presented as a technological capability subsequently requiring armies of data scientists to mine and analyse data.
Yes, managing and exploiting the growing amount of internal and external data is a necessary condition to steer business performance. But it is far from a sufficient condition.
In a recent meeting…Continue
Past week I attended a Marketing colloquim where I was invited as a panel member to discuss the new realities of marketing performance and metrics. What struck me was the growing importance of Data across sectors and company size. But aside from the consensus that existed on the importance of Data in defining, adapting and evaluating go-to-market approaches, there were a multitude of opinions on how to realise this – in particular on the amount of technology investments…Continue