4. Real-world A/B testing
Big Data isn’t just big – it’s fast. Information specialist Thorsten Engel says by analysing data in real time and matching it against what is known about each customer, retailers can make accurate snap decisions. “The algorithms can learn in real time what is more effective at driving click-through and conversion,” Engel says. Amazon has up to 250 versions of its website operating at any one time. Clever analysis leads to rapid decisions as to which version to go with.