Presented by The Advertising Research Foundation

Understanding Your Customers: Big Data vs Small Data

On Demand Session Link

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.

Kendra Clarke

sparks & honey

Paul Donato

Advertising Research Foundation

Robin Opie

Oracle Data Cloud

Primary Entry
Platinum Badge
Interactive Badge
Secondary Entry
Music Badge
Film Badge