While many companies are overwhelmed by the Big Data, by concentrating on current data rather than getting caught up too much in historical data, companies can make timely, relevant offers to engage customers, Brett Hannath, director of marketing, and David Rosen, strategy, analytics and consumer insights for TIBCO Loyalty Lab, discussed the issue at the close of the Loyalty 360 Engagement & Experience Expo.
Companies have historically concentrated on information stored in databases, which was sufficient in the pre-social media....