In the last decade, data analytics have helped revolutionise the marketing industry, allowing brands to deliver more targeted messaging and more effectively measure their return on investment (ROI). Every online transaction made, whether through banking or shopping; GPS pinpoint taken by smartphones, or website visits – all contribute to the generation of a large and varied dataset.

For marketers, big data is a weapon that gives businesses a competitive edge in modern markets. How business was conducted in the past is now completely different from what consumers want today, and they are ready to pay for products and services that are more personalised with smart interaction designs to boot.

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