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No spam. No stalking. No stress. Companies that deliver added value in their pitches or promotions for up- or cross-selling will become the customers’ friend. And only those brands have understood how to convert big data into smart data.
Still, the difference between big data and smart data needs to be properly understood by marketers. Big data relates to frequency and quantity, smart data more to loyalty and quality. Frequency programmes are simple exchange programs that aim for discount-seekers who love to collect points for their shopping trips. Clever loyalty programmes ask for smart data throughout the whole customer journey to offer products and services which cannot easily be copied by the competition....
It's not the big data that matters most, it's the smart data and how you use it!