This is an article that came from a conversation that I had with Jeff Bertolucci (@jbertolucci) from InformationWeek recently. It highlights the value of thinking in terms of layers of applications instead of entirely new domains when we consider a Big Data strategy for our companies. We do a lot of good work in CRM analytics — incorporating Big Data in a way that takes advantage of it’s unique attributes is a way to add value to our existing applications and services. The same can be said for other areas of analytics within the organization. Knowing how to layer it in to an existing service structure can be a successful path for leading a Big Data strategy.
Clipped from: http://www.informationweek.com/thebrainyard/news/240147770/3-big-data-opportunities-for-crm-strategy
3 Big Data Opportunities For CRM Strategy
Jeff Bertolucci | February 04, 2013
Customer relationship management practices often don’t exploit big data effectively, analytics executive says. Are you overlooking these 3 opportunities?More Sharing Servicesshare
Big data can enhance your company’s customer relationship management (CRM) strategy, resulting in greater customer loyalty and increased sales. But according to one marketing analytics expert, many businesses’ CRM practices don’t use big data wisely.
In a phone interview with InformationWeek, Chris Diener, senior VP of analytics for AbsolutData, an analytics and research firm based in Alameda, Calif., described three of the biggest missed opportunities in big data CRM.
“Big data is somewhat of an intimidating topic to folks,” said Diener. “For a lot of people, especially in the CRM area, it’s potentially threatening,” in part because its area of expertise beyond their comfort zone. ….