The term Big Data often seems intimidating and public relations and communications professionals sometimes fail to implement the use of Big Data because the term itself is ambiguous. Big Data can be used to extend outcomes to directly impact customer acquisition onboarding, retention, upsell, cross-sell and other revenue-generating indicators.
Planning and measuring before, during and after collecting data is an efficient way to measure outcomes and plan for a new message.
While technology makes gathering the data more simplistic, the people who implement that data and use it to reach company goals are what makes Big Data effective.
– Sydney Ayers, SLJ 100 Communications