A Journey from Big Data to Small Data. How to Use Customer Behaviors to Drive an Omnichannel Experience
March. 27, 2024 | By Dimitrios Koromilas - Acxiom
“Big Data” is a marketing term that has been extensively over the past decade to emphasize the need to collect, process, and activate the vast, ever-changing, amounts of data available to improve the customer journey and offer a more personalized experience.
This caused brands to invest heavily in data-lake technologies to help brands collect, catalog, and process their data to create actionable insights. The vast majority of these implementations resulted in outdated customer insights as the solutions were mainly batch-oriented and did not quickly respond to fast-moving customer intent signals due to the technology constraints of the time.