Big Data = Big Opportunity

From the new Spark whitepaper, Getting to the “Good Stuff”: Evidence-Based Decision Making for Associations, written with Peter Houstle:

Ultimately, Big Data supports innovation and allows us to do predictive marketing.

Why is that? With Big Data:

  • More data is easily available to relevant stakeholders
  • Accurate data helps you experiment in an organized way
  • Detailed data allows you to segment and target offers appropriately
  • Continuous data about the performance of your existing offerings provides insight so you can create new and better offerings

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