Big data has been a hot buzz terms in the loyalty marketing industry for several years now.
So, how has big data impacted customer experience and customer loyalty for marketers?
According to a new survey from Actian, big data has been a big problem for many early adopters and has not lived up to its promise.
More than 100 C-level executives, data scientists, and IT leaders spanning more than 25 industries took part in the survey last month.
Here are some key highlights:
Data is regarded as a company’s most important asset (61% of....