CHAPTER 6
Big Data: The Stories Within the Numbers
A good word of mouth marketing campaign centers on a story that is interesting, relevant, and authentic. But how do you know what’s relevant to your customers at any given moment? One answer is to conduct consumer research, then examine the data for signs of what currently interests the people you’re targeting.
These days, that can be a tricky proposition. Not because it’s difficult to acquire up-to-the-minute consumer data but because there’s suddenly so darn much of it. Between social media, loyalty programs, retail tracking, and a dozen other sources of digitized feedback, most CMOs are now ...
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