The huge promise of Big Data also lies in its biggest limitation. There’s a temptation to think that companies no longer need to bring the active, knowing, feeling human beings who are our customers into our product development and marketing efforts. While Big Data can tell you what people do within the realm of what’s available and observable, it can’t help you create the future on its own. Active consumer collaboration, however, is an essential partner to Big Data as companies try to solve problems, deepen relationships, and invent the future.
In this paper, The Collaborative Advantage, Julie Wittes Schlack, SVP of Innovation at C Space, analyzes the seven reasons why researchers and marketers need to use Big Data methods with conscious, collaborative methods. Learn how to couple machine-driven methods that rely on volume, velocity, and data variety with interpersonal approaches relying on empathy and the uniquely human capacity to make meaning and to tell stories.
Julie Wittes Schlack, SVP of Innovation, C Space
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