One of the challenges of Big Data is assessing what information is really worthwhile to marketers. The survey found that the greatest percentage of respondents, 71%, were interested in adding predictive analytics around the lifetime value of customers to their customer data profile—figuring out who would be their best customer going forward, and perhaps even how best to target that customer. Over half of respondents cited a more general interest in developing a more fleshed-out online customer profile and an ability to put that profile to work. Read the rest at eMarketer.
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