Editor’s Note: This is the second installment of a three-part series discussing how Big Data can be exploited to enrich market segmentations.
Special programs that motivate customer behaviors are a common component of customer experience management. Examples include loyalty rewards, medical adherence and low-income bill payment assistance programs. Big Data can be particularly helpful—as part of a larger plan—to identify target segments and define strategic actions to support special programs. The underlying idea is to use customer and/or third party data to help identify customers who are likely to benefit from and be responsive to your brand’s special program.