BIG Data is all around us but how important is it to be able to analyze it?

Using data analytics directly improves customer engagement, helps identify customer’s needs, and allows for improved service levels to meet those needs and expectations.

By analyzing the data that a retailer holds on an individual’s purchases - the types of products an individual buys, the extras they might add to their basket, the regularity of fill-ups, or the location of their favored store or forecourt - retailers can personalize their marketing efforts while timing and tailoring their approach.

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