The past few years has seen a trend to focus on big data and to believe it can provide everything needed to understand the customer. While big data has its place and value, it is only one piece of the puzzle. Another key yet barely tapped piece of the puzzle is the human side of data and business. Focusing on individual customers and what they care about, desire and value helps move companies from a product-centric approach to be more customer-centric. In this session, Zappos head of marketing insights and consumer research, Alex Genov, explains the difference between these two approaches and advocates for the balance between them. The audience will hear case study examples and simple overviews on how to gather all the right information to ensure that businesses can create meaningful connections with their customers.
