Is it the end of the road for big data in e-commerce?

Posted on December 14, 2017
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The big data revolution has been the backbone of e-commerce. The term has been in the marketing lexicon for decades. Its use has grown exponentially and has led to significant developments in data segmentation, trigger emails and website personalisation, all of which have led consumers to marvel at the impact that big data has had on e-commerce.

However, though big data can provide a solid, scientific foundation on which to build a marketing strategy for online businesses, it is not as nuanced as marketers need it to be to understand complex shopper behaviour and devise successful consumer targeting strategies.

The greatest success stories in this arena are still the pioneers like Tesco Clubcard and Boots Advantage Card, which laid the foundations for big data based loyalty programmes as we know it.

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