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Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification by Rajat Paharia

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CHAPTER 3The Next Big Thing Is Big Data

In Chapter 2 we took a deep dive into the world of motivation. Now we switch gears away from human behavior and into big data, the second fuel source in our Loyalty 3.0 equation (Figure 3.1). Remember, true loyalty is about building relationships, which starts with getting to know one another. Big data enables businesses to know their customers, employees, and partners in unprecedented ways. We’re going to take a fast survey of the big-data landscape so that you have a functional understanding and a vocabulary to use. Then in Chapter 4 we’ll see how we can apply “gamification” to the mix—to consume big data and use it to motivate participants to be more active and loyal.

Figure 3.1 THE LOYALTY 3.0 EQUATION. ...

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