Big data affecting the communication of core values
Big data is a powerful thing. It's given us a deluge of information to work with and is forcing the marketing community and technology providers to create new tools for analysis and visualization. The new insights that will be unearthed after refined analytical tools go mainstream will undoubtedly change marketing strategies in the coming years.
However, while big data offers opportunities, it also presents a dangerous dilemma. For companies to succeed in the near future, they must first discover and recognize their core values and then communicate those values to customers before trying to gather insights through analytical tools. Once you've built a consumer base that understands your brand's principles, big data becomes a view into your loyalists' needs, instead of just noise.
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