Leveraging big data towards customer engagement - case of genome sequencing

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The prevalence and growth of the fourth industrial revolution is distinctly different from the impact that the previous industrial revolutions have had on business, community and humankind, in terms of velocity, scope and systems impact. The fourth industrial revolution provides opportunities from employee engagement and reskilling to support and accelerate technology adoption, process automation and real-time monitoring of manufacturing equipment, to compliance with regulatory issues and customer engagement. Customer engagement could be seen as a means to influence consumption experiences and behaviour, with brands engaging in co-creation.
Original languageEnglish
Specialist publicationAIB Review
Publication statusPublished - 1 Mar 2022


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