©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Today’s uncertain economy has companies looking to data to influence decisions, inform strategy and anticipate outcomes. Marketers too are using such data to gain insight into consumer interests and preferences to better their customer retention and acquisition programs.
For many data-conscious companies, the use of “Big Data” has become increasingly important. Big Data incorporates multiple data sets—customer data, competitive data, online data, offline data, and so forth—for a more holistic approach to business intelligence.