Big Data is definitely in vogue at the moment with companies looking to find ways to improve sales and operational efficiency through analysing huge volumes of data searching for industry and commercial patterns. Whilst the expense of such an endeavour may be a little off-putting for some smaller companies, this doesn’t mean you should forget about the potential in your own data and those nuggets of insight you can glean from in-house analysis by getting caught up in the Big Data wave. Understanding your own customer behaviour is a great way to figure out where your customers are most likely to become disengaged (or disappear entirely) allowing you to target them more effectively to see if you can encourage them…