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Big data: boon to improving customer experience, bane of researchers?

  • Big data: boon to improving customer experience, bane of researchers?

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    Published in the June 2013 Quirks Report, David Beinhacker (Chief Research Officer) and John Goodman (Vice Chairman) share their insights on how to use big data to navigate the customer experience.

    Click to download a PDF of the article entitled Big data: boon to improving customer experience, bane of researchers? (PDF, 139Kb)

    While big data (BD) is a hot topic in the realms of marketing segmentation, marketing research and customer experience, your view of it likely depends on your vantage point. For those in segmentation and customer experience, big data offers many exciting and varied ways to listen to, learn about and analyze your customers and non-customers alike. For those in marketing research, however, big data looms as a threat that could put you out of business, as technology vendors have created data-driven utilities that ostensibly replace much of the satisfaction-tracking functions traditionally performed by market research companies.

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