In a marketing world overcome by a wave of Big Data, brands struggle with the sheer volume of customer insights flooding in at any given moment. Without powerful analytics tools, it becomes nearly impossible to separate the signal of actionable insight from the noise of seemingly infinite data points.
Few brands have come to embody this computing solution quite like IBM. In a recent session at Forrester CXSF 2016, Larry Yusuf, IBM’s head of customer loyalty, focused on the importance of context when it comes to customer....