Consumers are inundated every day with ads for products and services. The number of options is exhausting. What makes consumers stop and pay attention? As brands work to answer this question, they become more creative as a result. In fact, many are diving into the benefits of big data analytics.

For instance, in 2016 Starbucks started using AI to send personalized offerings to its customers via email. Beyond customizing drinks to match personal tastes, the company uses its loyalty card and app to collect and analyze customer data, including where and when purchases are made. Big data isn’t a new term. It’s a concept that has been around for many years — but the first big data analysts used spreadsheets that were typed by hand and then manually analyzed. You can imagine how long that process used to take.

Source: forbes.com
Author: Terence Mills