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For many enterprises, Big Data is now a mainstream concern, as evidenced by changes in organizational structure and budgets to focus on this area. However, most enterprises have yet to tap into the vast resource of data outside the firewall to incorporate Web-based Big Data in real time. The Web provides a lot of data that can be useful to market research efforts, particularly if organizations go beyond analyzing quantitative data such as statistics or demographics and look at customer sentiment as revealed in comments on product reviews as well as posts on social networks.
The following questions were posed by Connotate to David Schubmehl, research manager at IDC, on behalf of Connotate's customers.