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Big Data

For Big Data to add value it has to be better not just bigger. There is no value in it simply because it’s more. Big for the sake of big is sure to mislead. More without better is less. Big Data must improve brand marketing, and when it does that it’s not big, it’s better.

Big Data

How Brands Win With Big Personalization

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How Brands Win With Big Personalization

In his book The Paradox of Choice Barry Schwartz has shown that an excess of choice for the consumer usually has a negative impact on sales results.

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Big Data

Brands Find Power In The Little Data

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Brands gain from little data

One could argue that marketing has never been less instinctive – and maybe that’s not a bad thing.

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Big Data

Using Big Data To Shape Brand Experiences

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TESCO Brand Strategy

What can Big Data do for a brand? It depends on how it’s used.

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Big Data

Brands Need Big Insights Not Big Data

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Brand Strategy Big Data

For over a decade now, UPS delivery trucks in the USA have avoided making left turns. Analysis of tracking system data found that eliminating left turns – which often left the vehicle idling at an intersection for significant periods of time – would save time and gasoline. This is exactly the sort of insight that allows a company to change things for the better, but it can be really tough to find no matter how much data is available to you. 

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Big Data

Customer Behavior, Big Data And Little Insights

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Every time I step out of New Zealand and into a big economic region, the two things I notice are the crowds and the scale. Looking out over row after row of A380s parked on tarmacs, wrestling for room on a crowded street in a busy Asian city or seeing the world go about its business in a towering CBD, the immensity of humanity and the pace at which life operates is immediately apparent.

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