The Sunday Times: Cognizant’s Vice President of Enterprise Information Management Talks About Big Data in Electronic Payment Systems

“The big data era brings the analytics of the now,” says Karthik Krishnamurthy. “Real-time insights about each customer are based on advanced statistical analysis and machine-learning techniques on very large datasets of granular payment data.”

He adds, “The granular data lays the foundation for mass-personalization in lieu of the old segmentation methods. As each customer’s response is processed, it is analyzed to provide inputs about campaign effectiveness, brand loyalty, changing spending habits and profit or loss.”

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