Why it's time to forget the single customer view
Felix Velarde explains how marketers can navigate Big Data to map how consumers behave, and how their attitudes will shape how they behave in the future.
Tesco famously has ‘segments of one’. Which is lovely of course - but they had to buy a data company just to make sense of the data so they could get there. Most of us don't have that luxury. But it doesn't mean we can or should ignore data, even if it looks like it might become unwieldy.
- Demographic - who the customer is
- Behavioural - what they do and have done
- Motivation - why they do it
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Felix Velarde is one of the digital industry’s pioneers, having set up one of the UK’s first digital agencies Hyperinteractive in 1994. Felix is the Managing Director of the UK's foremost eCRM agency, Underwired, and is a leading authority on digital strategy and customer engagement.