Be Warned: You Can’t Rely On Big Data!
SEPTEMBER 25, 2017
I’ve been reading about Big Data’s foray into “Journey Analytics.” Journey analytics seeks to improve customer experience by collecting data at each point on a customer’s journey and mapping customers’ paths – whether they lead to a purchase or not. The concept of a customer’s journey is nothing new – we have been offering journey mapping in our customer experience consultancy for years. But data can’t see this.