- Arielle Cason
Predicting the future isn’t just for mystics. With big data, especially applied to customer segmentation and persona development, we now have a much stronger predictive capacity. We can collect little pieces of information that define our customers’ lives. We can start small, at their email address, and grow from there to find out what their favorite movie is or whether they are pregnant. We can use these little pieces of data to understand the bigger picture of who our customers are. We can even use this data to give our customers a seat at the table, as Jeff Bezos insists on at Amazon, to put the customer at the heart of our decision-making.