Big data statistics should be used as a means to humanise your customers.
In a recent article in Marketing Magazine they examined data and how it could - or rather, should be used to create more meaningful engagement with your customers.
All too often you hear of companies asking if you "know how to analyse data", well yes you can see data on where customers are located, what time they're visiting your site and how long they're sticking around on your webpages, but my marketing/comms background leans to the belief that data could be used to provide more than this.
People crave human experience, real interaction. By treating data as a means to get to know your customers you can develop content and campaigns that are of actual interest to your audience rather than a nuisance. Ultimately contributing to retention and sales.