Big Data is certainly a hot topic these days. If you work in loyalty marketing, you probably hear about it more often than you hear about Kim Kardashian’s baby bump. Big Data certainly deserves the media attention it’s getting. The more data you can collect, the easier it is to find out what motivates your shoppers. But it’s important for all of us to remember that Big Data isn’t an end in and of itself. Whoever amasses the most data doesn’t always win.Collecting data is important, but its ultimate value doesn’t emerge unless you use it for understanding and connecting with your customers.
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