The Implications of Big-data Marketing: Bigger Than You Think
West Monroe
JULY 24, 2017
Sources: Kosinski et al 2013, Chittaranjan et al 2011, Epp at al 2011. Consumer segmentation was largely limited to characteristics such as age group, relationship category, and gender – categories so broad and vague as to be relatively meaningless. Today’s companies seek to collect as much customer data as possible.
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