Providing good customer service is a challenge for most businesses and the trends are ever changing. Customers embark on an online journey whenever they buy something. The customer data - a string of emails, conversations across the web and social channels, leave a large digital footprint. Measuring and analyzing this information can help brands narrow down their marketing efforts and investments. Irrespective of the nature of the website, sentiment analysis is crucial. It can tell you whether your customers are frustrated, indifferent, or impressed and suggest measures to that accord. Monitoring customer engagement, referral traffic and time spent on pages can help in understanding the buyers’ journey. Thanks to Big Data, we can work based on intelligence rather than guesswork. Read more at: http://www.forbes.com/sites/danielnewman/2015/06/09/big-data-and-the-buyers-journey-measuring-the-invisible/