How Big Data is Helping One-to-One Marketing Become a Reality for the Anytime-Anywhere Consumer
It’s one thing to have structured and unstructured data. It’s another thing entirely to turn that data into prescriptive insights. Here’s how.
Today’s sales funnel is no longer valid because every customer has her own journey. To react and engage with targeted recommendations across any touchpoint, retailers must leverage structured and unstructured data from the past and present to provide a single view of the customer now. This data can then be turned into insights for stores‘ sales associates and customer service representatives to improve revenue by retaining customers who might have shopped elsewhere, and re-engaging existing customers.
