FROM DETAILS TO DESIRES: THE POWER OF BIG DATA

摘要

Companies aren't short on data. In fact, with the average large business storing more than 200 terabytes, companies have more than enough data to tell them who is buying their product, as well as how, when and where the buying happens. Today, however, customers expect a company to know why they're buying. Or why they aren't. Because when a company knows what motivates customers, it can serve them better. The good news is such data exists, just not in the columns, rows, reports and purchase histories we're used to. It's called big data, and it comes from tweets, videos, clickstreams and other unstructured sources. It's the data of desire. And today, we have the technology and tools to make sense of it.