Today’s consumers are a tough nut to crack. They look around a lot before they buy, talk to their entire social network about their purchases, demand to be treated as unique and want to be sincerely thanked for buying your products. Big Data allows you to profile these increasingly vocal and fickle little ‘tyrants’ in a far-reaching manner so that you can engage in an almost one-on-one, real-time conversation with them. This is not actually a luxury. If you don’t treat them like they want to, they will leave you in the blink of an eye.