Marketing & Sales Management

Big Data vs. Business Intelligence vs. Customer Intelligence

What’s the difference between Big Data, business intelligence and customer intelligence?

In this video from McKinsey and Company, Shashi Upadhyay explains how Big Data can provide forward-looking insights for businesses, whereas customer intelligence and business intelligence have traditionally focused on past data. By starting with the problem your company is trying to solve (e.g. improve conversion rates, improve cross-sell rates, attract more prospects, etc.), your company will not need to focus on a large BI project. Instead, consider using a Big Data approach and analyzing internal and external data sets.



Shashi Upadhyay Photo Shashi Upadhyay Shashi Upadhyay

Shashi is responsible for advancing Lattice Engines' vision to deliver the power of predictive apps for marketing and sales.

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