Dynamic Customer Strategy

CHAPTER 3

Making Sense of Big Data

The larger the island of knowledge, the longer the shoreline of wonder.

—Ralph W. Sockman

Introduction

Now that we’ve had an introduction to the elements of Dynamic Customer Strategy (DCS), the need for data is apparent. Not all data are created equal, however. To implement DCS, you must:

• Recognize data traps that can lie within Big Data

• Develop a data strategy.

Data and DCS

DCS requires data. If you want to test your theory of how something works, you need enough data to know. Newton may have figured out gravity after watching one apple fall, but chances are pretty good he had a few data points before that last one hit the ground.

Today’s organization has more data than ever before. People have been talking ...