Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Abhijat Shukla
Head- Data Customer Lifecycle Management
VODAFONE India
On Big Data, Mobile and Social and how is it being used by Britannia?
“The way we deal with big data is a series of real time interventions to customer actions. For example, If a customer is surfing a music website and he buys a music pack, there is a series of next best actions that our recommendation engine provides to this particular customer”
The way I would like to define big data is the entire gamete of unstructured data which gets generated out of a series of customer events. The way we deal with big data is a series of real time interventions to customer actions. Let me give you an example – If a customer is surfing a music website and he goes and buys a music pack, there is a series of next best actions that our recommendation engine basically provides to this particular customer. It could be in form of a combination of music albums or it could be a combination of different songs. It could be genre based recommendation to the customer to suggest which artist he prefers. A series of real-time interventions based on customer intentions that is what we or rather I would term big data as.
