There’s growing interest in using big data for business localization now, although the use of customer data for optimal orientation of business locations and promotions has been around for at least a decade.

In 2006, the Harvard Business Review declared the end of big-box retail standardization in favor of catering to customers’ local and regional tastes, fostering innovation, and – not incidentally – making it harder for competitors to copy their store formats by changing up the one-size-fits-all approach. A decade later, analytics are affordable for businesses of all sizes, giving smaller players in a variety of industries the ability to localize as well.

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