CHAPTER9

Reach More Customers with Better Data—and Products

How Big Data Creates a Conversation Between Company and Customer

No book on Big Data would be complete without a few words on the Big Data conversation. One of the biggest challenges to widespread adoption of Big Data is the nature of the Big Data conversation itself.

Historically, the discussion around Big Data has been a highly technical one. If the discussion remains highly technical, the benefits of Big Data will remain restricted to those with deep technical expertise. Good technology is critical. But companies must focus on communicating the business value they deliver in order for customers to buy their products and for business leaders to embrace a culture of being data-driven. ...

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