Today’s brands look to cross-channel data to develop deeper insights into
their customers, but this data is valuable only to the extent that it can be understood,
interpreted and appropriately utilized.
Marketers need to ensure that customer data is organized around principles that
are tailored both to larger brand goals and to the requirements of internal users
who are tasked with supporting those goals. Identifying and leveraging the informational
gold lurking within Big Data is no easy task, but a combination of analytics and intuition
can lead to big results for brands.
This white paper gives marketers a new perspective into how to tackle the challenges
presented by Big Data and provides a practical guide into harnessing big data for
cross-channel marketing success.
Key highlights from the white paper include:
Identifying and understanding the value of the data you are capturing
Adopting a mindset to trust what your most valuable data tells you
Developing fundamentally new strategies for organizing and leveraging Big Data