CRM's Needle in a Bigger Haystack - CRMAdvocate: 5/1/2012

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My Take: CRM's Needle in a Bigger Haystack
Gary Lemke, Chief Customer Advocate (May 1, 2012)

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One of the hottest topics in all of IT is Big Data. And Big Data is certainly a prominent player in the world of CRM.

Organizations looking for a competitive advantage are digging deep into the data to better understand customer sentiment, buying habits, share of wallet, and a host of other insights. There's gold in them thar data!

Make no mistake. Big data is big. And many believe that more is better. That is often the case. But not always.

While computing power, analytic techniques, and data sources continue to mature, bigger is better seems like a good bet. But that just means the haystack is bigger. But the needle remains the same.

Just because you can collect data doesn't mean you should.

What's your take?

Gary Lemke

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