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4. Let It Go
Holding on to old data is one of the biggest mistakes a marketer can make. Because companies are operating in an age of large data, they must be able to harness answers out of their data, as Yu previously mentioned. "Just like lots of rocks are thrown out during the refinement process of gold, irrelevant data must be dropped along the way," Yu instructed. "Now, the tricky part is that such relevancy depends on the business goals, and it should be determined by mathematics, not someone's hunch. That is the reason why the business goals must be set first, and enabling analytics must dictate database structure."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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