Organizations continue to pour money into big data and analytics to better understand customers, but in many cases there remains a large gap between customer expectations and what organizations are really providing.

That is one of the findings of a new study by Researchscape, which looked at brand loyalty in the age of big data. The study revealed that “despite a wealth of data available about customer behavior and purchasing choices, companies have a long way to go in terms of effectively using this data to better meet customer expectations.”

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