A focus on efficiency means consolidation
of efforts and streamlining of consumer experiences and communications.
The danger with this is that brand and marketing initiatives become less specific
and therefore less relevant to the
consumers they are aimed at.

Yet conversely...

In a world where consumers are being bombarded with a proliferation of messages via an ever growing number of devices, personalization is key. The ‘T-shaped attention span’ is effectively a coping mechanism – a method to filter and personalize what people consume.

But the truth is that personalization is something brands can and should be helping their audiences with. With the explosion of Big Data we now have the information that enables us to do this –
but what is key is getting to the right bits
of this information.

The real opportunity is to focus on the
value that Big Data can bring your
consumers, rather than the value it
will bring your business.