Customer engagement involves having access to the information that allows right-time marketing to happen, based on interaction channel, context, and customer’s preferences. For some, this is the definition of Big Data’s role in creating brand loyalty, but what if the Big Data conversation wasn’t enough?
Going Beyond the Data Set
In a recent Venture Beat piece, TIBCO CTO Matt Quinn brought up a flaw in the discussion of Big Data. Quinn says that the way we talk about Big Data is an attempt to put a scope around it, or “compartmentalize it.” We do this because it’s what makes us feel comfortable in a world that has long been transactional. Comfort that doesn’t solve the problem eventually becomes discomfort when it becomes clear that something’s missing:
“That’s the reason we talk about data sets and batch jobs. It fits a paradigm we’re comfortable with, but at the same time, aren’t we missing something? Aren’t we failing to take into account all of the data being created everywhere, every day? The perceived value of different types of data today will grow exponentially in the future. Just because today certain types of data may not appear useful, valuable, or be too difficult to process—I can guarantee that your future self will see things differently.”
Going Beyond the Transaction
Quinn recommends thinking of the bigger picture by linking data together, allowing for broad analysis, and making that information available to anyone in the organization who needs it. In the marketing world, that sounds like the requirements for a loyalty platform that isn’t full of silos, isn’t only aware of transactions, and doesn’t only find answers through batch processing. A great loyalty marketing platform offers a unified way to see all data.
This was first published on the Loyalty Lab blog and has been lightly edited.