Big Data: Its Big Role in Creating Brands

Customer engagement involves having access to the information that allows right-time marketing to happen, based on interaction channel, context, and customers preferences. For some, this is the definition of Big Datas role in creating brand, but what if the Big Data conversation wasnt enough?

Going Beyond the Data Set

In a recent Venture Beat piece, TIBCO CTO Matt Quinn brought up a flaw in the discussion of Big Data. Quinn says that the way we talk about Big Data is an attempt to put a scope around it, or compartmentalize it. We do this because its what makes us feel comfortable in a world that has long been transactional. Comfort that doesnt solve the problem eventually becomes discomfort when it becomes clear that somethings missing:

Thats the reason we talk about data sets and batch jobs. It fits a paradigm were comfortable with, but at the same time, arent we missing something? Arent we failing to take into account all of the data being created everywhere, every day? The perceived value of different types of data today will grow exponentially in the future. Just because today certain types of data may not appear useful, valuable, or be too difficult to processI can guarantee that your future self will see things differently.

Going Beyond the Transaction

Quinn recommends thinking of the bigger picture by linking data together, allowing for broad analysis, and making that information available to anyone in the organization who needs it. In the marketing world, that sounds like the requirements for a platform that isnt full of silos, isnt only aware of transactions, and doesnt only find answers through batch processing. A great loyalty marketing platform offers a unified way to see all data.

ARTICLE SOURCE http://bit.ly/1lEgbQb: This factual content has not been modified from the source. This content is syndicated news that can be used for your research, and we hope that it can help your productivity. This content is strictly for educational purposes and is not made for any kind of commercial purposes of this blog.