James Parker is the Senior Data Consultant at GlaxoSmithKline and in this clip he talks about the new challenge of big data. Historically there has been a lack of information, or data, in the way you can analyse consumers. Now there is an information overload, however, it is not necessarily all about capturing the data but it’s about interpreting that data.

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How can you utilise this data to get the best results? To improve customer loyalty and to be the most insightful you can. This is the next challenge and many companies are struggling to come to terms with this. Understanding the data and appreciating the parts which are valuable is the next obstacle in customer relationship management.

Big data provides a huge opportunity for all businesses – it’s those that harness that opportunity which are really seeing the benefits.