"Big data may be all the rage. But often, “little data” about a customer’s prior interactions is more useful in determining how to optimize the experience to make the next engagement or, increasingly, the next transaction more likely. The best way to get a meaningful understanding of your customer is to go directly to the source. A senior marketer at a beverage company said, “If [you] can form a direct relationship with the consumer, even if you can’t transact directly, the relationship is the holy grail.” To that end, blue-chip marketers like Gillette and Luxottica are emulating digital natives like Harry’s or Warby Parker, which sell directly to consumers in the same categories. Knowledge of site usage and consumption can lead companies to develop more granular segmentation and more effective targeting of messages."Em linha com o que escrevemos aqui há anos sobre o big data. Sorrio só de pensar no algoritmo parvo do Booking.com
Trecho retirado de "The Marketer’s Dilemma"