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<\/a>Big data without context is useless.<\/p><\/div>\n
and can be mined with available tools to create actionable strategies.\u00a0 Google analytics provides this information at no cost for websites and pages viewed.\u00a0 Google uses proprietary tools to do this quickly, with resultant information available within a day.\u00a0 But once you find a similar need for other types of logged information, you find yourself in the need for a data scientist or data engineer, and the costs climb accordingly.<\/p>\n
[Email readers, continue here…] \u00a0<\/em><\/span>Such knowledge can be amazingly invasive in the wrong hands or if used without consideration for the result.\u00a0 For example: What if American Express offered credit card details about purchases by competitors to a big box retailer?\u00a0 Could Sam\u2019s Club find which households were shopping at Target and even know the annual spend amount by family?\u00a0 Would that be invasive \u2013 or just a great targeted marketing resource?\u00a0 Would you be happy to receive coupons from Sam\u2019s Club knowing that they found you and your shopping habits from your credit card company?<\/p>\n And yet, there are times when strategic marketing demands information that is readily available in files owned and controlled by you. \u00a0There are tools and a new generation of experienced data engineers ready to unlock this treasure chest of big data and turn it into actionable knowledge.\u00a0 You\u2019d be remiss to ignore the opportunity; one that even recent generations of management could not dream of gaining access.<\/p>\n","protected":false},"excerpt":{"rendered":" Say that you have a log file of every contact to your website. Or that you are a cell phone company with a multi\u2013billion record log file of every call made from every location to every number dialed using your … Continue reading