While the small retailer / etailer is still in the step of creating a simple database and managing it in the most correct way, or even understanding Google Analytics in the case of some eCommerce managers, large corporations are faced with insane volumes of information generated by the various existing Big Data analysis platforms, and that allows a greater and more detailed processing of any type of information generated by our clients, regardless of the moment of the purchase process in which they are. 
Big Data is generating such a volume of information that, given its complexity, it is not only difficult to analyze and draw deep conclusions, but it is also becoming a kind of data toxicity, since the processed information not only represents a large volume of data, but also generates a great variety of information produced in a very fast speed of time and, which, at the same time, varies in its content and diversity, precisely because of the speed at which it is generated.
These complexities are precisely those that prevent the information extracted from the analysis from being complete or from providing a differential advantage to the business. However, we are faced with a situation, truly ironic, which, regardless of the amount of data, unites the large, medium and small retailers, eCommerces included.
The analysis extracted from the Brother Cell Phone List formula composed of the diversity of information provided in time “x” by customers, will allow to execute an added value, and that allows to reduce the differences between Big Data and CRM’s (amount of data, variety of information, speed over time of the information generated, etc …) to something as simple as learning that companies, whatever their business volume, must extract analyzable information from each of the actions that run in their day to day, allowing the business to generate added values that make its business function profitable.
