Using Data to Create Meaningful Relationships

Columbia University Business School teaches us how to collect and connect massive amounts of customer data without crossing the line into creepy.

At the Center on Global Brand Leadership at Columbia Business School, we were delighted to host our 8th annual BRITE conference this March. One clear theme that ran through a several sessions this year was the influence data will have on brand building and business development. The hype cycle around the specific phrase “big data” has waned, because companies are now driven by how to effectively extract value from, and avoid the dangers inherent in, collecting and connecting massive amounts of data.

Data for Insights and Surprising Customers

Ann Mukherjee, President of PepsiCo Global…