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From Broadcast to Collaboration

In: Engaging Customers Using Big Data

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  • Arvind Sathi

Abstract

In the last chapter, I built the first proposition, showing how big data gave us a lot more observations about customers. This rapid rise in data has also been coupled with an equally rapid advancement of advanced analytics and automation to drive marketing decisions. The market leaders foresaw the availability of big data and started to build gigantic receptacles to contain and control the big data tsunami to their market advantage. A large number of consumption options have fueled the need for real-time and intelligent decisions, which must be automatically generated and fed into the consumption engines. A number of these advancements discussed here are very disruptive to the market, as they are driving significant automation and disintermediation of the middlemen, who processed and massaged the data. They are tearing apart marketing as we knew it in the past and replacing it with a new set of actions.

Suggested Citation

  • Arvind Sathi, 2014. "From Broadcast to Collaboration," Palgrave Macmillan Books, in: Engaging Customers Using Big Data, chapter 4, pages 73-105, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38619-9_4
    DOI: 10.1057/9781137386199_4
    as

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