Written By: Tanya Singh
Access to consumer data has brought about a focal change in the business environment, from small scale industries to tech giants, the synthesis of consumer information to make it relevant to the business operations, and the curation of products became a priority. Interestingly, the storage of data dates back to the 18,000 BCE, when the Palaeolithic tribespeople would mark notches into sticks or bones to keep a track of trading activities. Now, most firms use consumer data to create an unbeatable competitive advantage in the market – the more customers a firm has, the greater the data gathering process is.However, more often than not,firms grossly overestimate their ability to gain a competitive advantage through consumer data which we shall be talking about in detail.