Big Data's Two-Way Customer Conundrum

By now, we all get it – big data is a big deal because it’s essentially the capitalist answer to marketing perfection. In other words, big data can deliver a real-time view of a customer base and segments that allow for previously impossible targeting, customization and personalization. With big data, marketing and advertising teams can better coax customers down a sales funnel until significant, potentially unlimited, ROI is reached.