Common household advice dictates that if you can’t remember the last time you wore an article of clothing, get rid of it. Similar wisdom can be applied to the big data overload many organizations experience.
All kinds of companies use internal and external resources to collect as much data as they possibly can for a (likely unknown) future use.
Unfortunately, this habit of keeping any and all data emphasizes quantity over quality. As the amount of information grows, so does the cost and complexity of data sorting practices—creating obstacles to ever using that data to find relevant consumer insights.
To find out how to decipher your data to better understand your consumers, read CEO Matt Reilly’s criteria for sorting your data here.
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