Presented by The Advertising Research Foundation
Understanding Your Customers: Big Data vs Small Data
Big data, gathered through clickstream, transactional, POS, CRM and location, helps us understand human actions and behaviors. Small data, gathered through primary research including focus groups, ethnographies as well as quantitative survey research, helps us understand the attitudes, motivations and emotions behind behaviors. How do successful brands combine both data sets in order to predict customer behavior? How do they infuse the voice of the customer in the process?
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.