It is a competitive advantage to know more about your customers and to apply this knowledge to marketing, sales, support, and the development of products and services. By gathering together the assortment of big data available to them and applying advanced analytics and data science techniques, organizations can gain a detailed, contextual understanding of customers’ paths to purchase, what types of marketing strategies are most effective, and how customers influence—and are influenced by—other customers.
This TDWI Checklist focuses on six strategies for advancing customer knowledge with big data analytics. It begins with the all important first step: gaining as close to a complete, 360-degree view of customers as possible. Big data platforms that implement open source Apache Hadoop technologies, which now include systems and code libraries developed using the Apache Spark framework, enable organizations to assemble data for a 360-degree view. The Checklist then explores how to expand the impact of big data analytics while applying governance to ensure proper care of customer data.
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