Big data, big insights? 61% of companies state that Big Data is driving revenue because it is able to deliver deep insights into customer behavior. For most businesses, this means gaining a 360° of their customers, by analyzing and integrating existing data.
Well, not always. Big data doesn’t always equate to big insights, but, increasingly, we see big data driving action. And, big data-driven problems. Currently, you’ll find debates all over websites and social media — some arguing that big data is causing big problems, not the least of which is perceived manipulation of consumers by using psychometrics against them.
Author: Angela Hausman