CHAPTER 3 LET’S GET PERSONAL…WITH DATA When the power of Big Data is utilised correctly, it is possible to “know” your customer more precisely than ever before. For all the opportunities Big Data can offer business, none are more vital than a more personalised relationship with the most important individuals: the customers themselves. But the stakes are high:

CHAPTER 2 I DON'T WANT TO DROWN IN DATA ... For companies, Big Data is increasingly no longer a "nice to have" - but the next frontier in terms of competition, growth, innovation and customer insights. And yet this requires careful planning: as Tamara McCleary, Founder of brand relations firm RelationShift, says, "The future of data success is contingent not only on data acquisition and mining data, but also how quickly they respond to that data". But as the tidal wave of consumer metrics swells ever larger, managing the influx can be, at best, time-consuming. And at worst, overwhelming, trying to gauge meaningful insights is always the challenge: 20% The reduction in call centre employees leaving technology company Xerox, after the HR department used big data to improve engagement and even hire new personality types. Black Book The name of the secret algorithm for perfect orange juice – developed from Big Data by Coca-Cola to protect brands like Minute Maid and Simply Orange from fluctuating orange crops or taste variance from one orange to the next. As companies, governments and individuals begin to sift their databases more inventively and intuitively than ever before Big Data does not have to mean "Big Fear" And while Big Data is still a mystery to many businesses - those that do understand it can reap huge rewards. These organisations will increase their focus on becoming data and customer-centric. Information is at the core of the new digital ecosystem. And organizations need to treat data and information as they would any critical business asset. Danie-Zoe Jimenez Associate Director - Digital Transformation, Big Data & Anlaytics at IDC CHAPTER 3 LET’S GET PERSONAL…WITH DATA When the power of Big Data is utilised correctly, it is possible to “know” your customer more precisely than ever before. For all the opportunities Big Data can offer business, none are more vital than a more personalised relationship with the most important individuals: the customers themselves. But the stakes are high: