Big Data Will Be About Retention Marketing

If you work in digital analytics then you know about all the big trends: multi-device usage, social media marketing, attribution modeling and big data.

I think the area that is most vague is big data. We talk a lot about the 'plumbing' of big data. This include creating cool visualizations of data and  connecting website/mobile interactions with other customer data sets.

But we don't talk about how big data is going to deliver value.

In my opinion one of the key value will be retention marketing: engaging with existing customers at the right moment to help them solve a problem (i.e buy something from us).

This is a great article by +Kevin Hillstrom and I encourage all of you to read it. If you're not doing this type of analysis now you will be in 18 months.
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