A lot of companies – especially software vendors - are talking about the potential of big data. Proponents says that analysing big data sets can help businesses derive competitive insight that might give you that critical edge on competitors. But is it all hype or is it something that all companies can make use of?

Online European betting exchange Betfair is one company that has already put a big data strategy in place, mining vast quantities of transactional information from its website to better understand its customer. They’ve even been using Six Sigma tools to help analyse the information.

Antoine Bonello, Global Head of Process Improvement at Betfair and a Lean Six Sigma specialist explains how the company is using big data for an improved customer experience, why Six Sigma and big data go hand in hand and how big data can help you make more informed decisions about what customers really want.

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Editor's note: this is a podcast created from a video interview conducted earlier this year. Watch the original interview here: How Big Data is a Differentiator for Improved Customer Experience

Read the transcript here: Using Big Data for Improved Customer Insights