Tag "big data analytics"

Analytics Results May Reflect the Wrong Definition of Success

Everyone wants their businesses to become data-driven enterprises. The potential rewards are to compelling to ignore – including improved visibility into customers, markets and operations, the ability to predict what’s coming, and new paths to innovation. However, as with all good things, there’s a risky side as well – namely, that business leaders may drink... more

Transforming Marketing with Big Data Analytics

Marketers are in the midst of a major technology-driven transformation. The upside is that we’re getting access to rich marketing data that’s showing us the effectiveness of our marketing programs. It’s also giving us visibility into customer behavior. The downside is that with each new marketing application that goes live, we’re creating a new silo... more

Answering the Question: Why Did This Customer Buy?

* Original article was posted on cmswire.com CMOs and marketing leaders struggle daily to answer the questions, “Why did this customer buy? What specific events and interactions led to a conversion?” While it’s fairly easy to attribute the last touch to a purchase, that doesn’t give insight into the total buyer journey. Attributing which interactions and events... more

Chasing Metadata to Improve Decision Quality

You could say that our lives are ultimately a collection of decisions – small and big, personal and business, short and long term oriented.  They could have the potential of impacting a number of lives, altering the course of an organization’s trajectory, or influencing our individual happiness.  What’s interesting in all of these situations is... more

Why ‘Usefulness’ of Big Data Triumphs Over Availability?

Treat Big Data as Scarce Resource Discipline of analytics is really about telling a story through the data – stitching together pieces of data from different sources, uncovering patterns – both obvious and hidden ones, and narrating a story in a way that’s easy to understand.  The journey of analytics has evolved in to the... more

To Big Data or to Small Data is the question

If all you have is hammer, everything looks like a nail. The concept known as the law of the instrument, Maslow’s hammer is an over-reliance on a familiar tool. It is convenient to look for the answers where it is easiest, i.e., in data, which begs the question – Is Big Data overvalued? The very... more