“Big Data” is a phrase that strikes fear into the heart of any business owner. Like navigating a boat through a storm, the incoming tidal wave of customer data can overwhelm company bosses. They may feel like their ‘small, leaky boat’ of a business will capsize in the endless sea of customer insight data, allowing their competition to go on ‘full steam ahead’ and conquer new markets before them.

It can be all too tempting for business owners to ‘stay on dry land’ and ignore the call of the sea of big data entirely. But take note, as the tides of demand take hold of customers who are increasingly becoming more expectant of personalization, and as the sheer volume of data increases exponentially, business owners who ignore the signals will find themselves in a rapidly shrinking marketplace.

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