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COMMENTARY
With 2012 approaching, there is a single, inescapable trend that we are seeing, no matter the marketing channel: big data. It's easy to get caught up in the avalanche of hyperbole, and of course, your own never-ending data problems. Every marketer is accumulating customer data every minute - whether from the Internet, from direct response, in sales conversations in CRM, or through ongoing service history. That's big data. If you are not leveraging it, then it's a lost buying opportunity.
It's no wonder that marketers are continually trying to transform their data into customer intelligence. It all starts with the very simple marketing questions...