Big Data is relevant to customer performance management in the following ways: Gaining insights (e.g. about customers’ preferences) which can then be used to improve marketing and sales, thus increasing profits and shareholders’ wealth.
Forecasting better (e.g. customer’s future spending patterns, when machines will need replacing) so that more appropriate decisions can be made. ATPM automating of high level business processes (eg scanning documents) which can lead to organisations becoming more efficient.
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