How Do We Make Good Use Of Big Data in Commerce?

Many businesses offer membership cards to clients, promising that they will enjoy discounts, and the more they use the cards, the bigger the discounts will be. This is a common practice to attract and retain regular customers. By providing quality products or services at reasonable prices, businesses can indeed achieve this goal.

However, in recent years, consumers trying to book flights or hotels on certain websites have discovered that prices were actually higher for frequent users than for newcomers. They found that they could pay less by opening up a new account rather than using an old one. Unfortunately, these businesses are using information gathered through big data on clients’ preferences