Kale Blog

As companies move towards a stage of maturity in terms of harnessing customer data, Big Data strategies are giving way to Smart Data strategies. In marketing, gathering useful data that answers the right questions is the key to better marketing results

Business intelligence has long been established as the Holy Grail of business strategy and decision making. However, what is exactly business intelligence and how does it relate to the new hyper-digitised environment and new customer consumption habits?