inDIGITAL - Marketing and Big Data

Traditional marketing and sales tools have become obsolete as customers and clients increasingly connect through smartphones, social networks, and the products they use and consume. This digital transformation has caused a change in basic assumptions and turned companies into data-driven businesses. Big Data is the new marketing tool for understanding customer behaviour. For the first time, it is now possible to have a 360-degree customer view by combining data from sources such as: corporate systems; social media; customer relationship management software; and Google Analytics. Today more than ever, the customer is at the heart of the business, and firms must find the methodologies and tools to ensure profitable growth and a successful transformation.