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The Must Have Big Data Tools

In the column, “Claiming your Unfair Advantage, I describe four types of “Big Data” tools. Before I elaborate on these tools, I want to share a lesson from my friend Mark Huffman of P&G. When Mark joined the world’s largest advertiser in 1984, it was all about data analysis. “In God we trust,” one P&G marketer told him, “all others bring data!” Today, Mark is executive production manager at Procter & Gamble and is responsible for all integrated marketing. At…

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Claiming Your Unfair Advantage

In my recent column, “E-Commerce Moneyball: Chasing the Market Leader,” I briefly discussed how Amazon built tools for its own use that leverage the big data available to it. Let’s explore the types of tools that are available for you to leverage big data today. There are many reasons one can point to as to why Amazon.com has become such a dominant e-commerce player. Here are a few to highlight: It leveraged social commerce and the voice of the customer…

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