394 • Big Data Analytics
databases, of which management may not even be aware, that log busi-
ness development activities. e data found in these systems may well be
absent from our centralized CRM system.
If we have a division—we shall call it the Red Division—that specializes
in small, quick projects that are oen requested by clients who do not pass
through a bidding system, then this division may well close these deals
without logging them the CRM system. ese deals are not nursed along
until a sale is made.
If a dierent division, which we will call the Blue Division, has larger
projects and a director who ties bonuses to accurate reporting of potential
sales, then this division may log an abnormally high number of lost sales
or sales t ...