In the driver's seat: Embracing Big Data to understand the path to purchase

This paper discusses how big data can be combined with survey data to understand how and what information is used in the consumer path to purchase, using an example from Ford Motors.

In the driver's seat: Embracing Big Data to understand the path to purchase

Becky Wu and Paul Rappoport Luth Research

A key premise of the Big Data phenomenon insight is the belief that harnessing large amounts of data that focuses on individuals and their behaviors is expected to lead to a better understanding of competition, more precise segmentation and a more timely and detailed understanding of household preferences. This optimism looks to Big Data to gain new efficiencies and greater profits. It is not surprising that more and more companies are embracing Big Data.

The era of Big Data...

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