The transformative power of cognitive marketing

Jordan Bitterman

This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.

The unprecedented levels of data being generated every day promise to let brands better understand their customers and create frictionless paths to purchase. But the sheer amount of all that data also poses a challenge: there's so much and it comes so fast that it can feel impossible to collect and decipher. In fact, according to a 2013 report in Science Daily, the world amassed 90 percent of its data in the previous two years — much of it unstructured.

This means the process for unearthing insights and taking action is often slow and manual. To use the...

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