Nadya Bakhur

Big Data: Why Retail Shall No More Play Guessing Games

In the past, many marketers' and retailers' conclusions were based only on secondary data, and this led to a shaky strategy: what kind of advertising will be successful? Will the new promo increase real sales? What does the target audience want, and how to keep their attention? Now, retailers can measure everything with sociological accuracy thanks to Big Data - systems that accumulate and process significant amounts of data.