Big data has noticeably altered the marketing landscape. Businesses go digital in attempts to increase sales and boost revenue. Our recent article, which embraces the main trends in pharma sector for 2017, proves this tendency. However, companies often pay less attention to their customers. When they put technology first and leave it collecting information, It results in collecting huge amounts of useless data and leads nowhere. According to Richard Lack, Director of Sales at Gigya, the only way out is to transform this unstructured information into an actual representation of your existing customers and prospects. What is the core element of such transformation?
Niraj Dawar, professor of Marketing at the Ivey Business School, is confident that marketers should use big data to create new forms of value for their customers – just targeting them is totally wrong. To benefit from the information you share with your audience, you have to personalize it. Here are some useful hints on customizing digital content, which help you take sustainable business advantage and improve customer experience.