Is the Voice of Your Customer Being Drowned Out by Big Data? [Article]
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For marketers who perpetually seek metrics, big data seems like a jackpot of insights and opportunities for quantitatively measuring the impact and results of marketing efforts. So, it’s no surprise that companies are responding with their wallets. According to one industry report, U.S. marketers will spend $11.5 billion this year on data and related solutions, an increase of a half-billion dollars over last year.Armed with big data, hundreds of companies are loudly proclaiming themselves as customer-centric. From marketing to sales models, big data seems to have sparked permission for companies to declare themselves as experts on their customers’ needs and priorities.But will these metrics be able to tell you what customers really want from your business?