Never before have digital marketers been blessed with such immense quantities of online customer data, yet been so incapacitated by how to use it. Marketers are sitting on a gold mine of customer intelligence â€“ one that remains largely untapped because the advent of big data has yet to be followed by established practices for managing and utilizing such data.
This paper explores ways to collect, store, and extract value from the ever-increasing volume of customer-related information, including:
- Social network stream data
- Social profile data
- Transaction data
- Clickstream and third-party data