The following is an exclusive contributed post from Dippak Khurana, Founder & CEO of Vserv.

Big Data analytics was voted as one of the top three technologies, which have had the most disruptive impact to businesses over the past three years. In the past, big data has been used widely to gather actionable intelligence to increase productivity, sales and customer satisfaction. Marketers in the frontline of innovation and creative thinking have been the pioneers in utilising the benefits that big data brings. By combining big data with an integrated marketing strategy, marketers have made a substantial impact in driving customer engagement and loyalty to continuously optimize marketing performance. However, in today’s changing market dynamics the big data story is not as promising as it was initially thought to be. You can read the full article on Advertising Age.

 

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