How to use big data to create value for customers

In this article, Niraj Dawar of the Harvard Business Review explores how difficult it is becoming for marketers to build lasting advantage in terms of predicting customer’s next transaction in a highly competitive environment, where all parties are equally good at predicting. By invoking a shift from asking what big data can do for businesses to what it can do for customers, the article indicates what questions each company should ask to examine how its big data can create customer value.

Read more here.