You’ve heard all about data and analytics, in fact you may be tired of hearing about it. The challenge, then, is to move beyond talking about it and figure out what to do about it.
We hear about IBM Watson being used to help diagnose patients, Google updating route information in real-time based on sensor data and credit card vendors like VISA and American Express using data to identify fraud. Within marketing, we are nearly bombarded by stories around next-gen value segmentation....