Chapter 15
Key Contextual Data Is Not in Your Company’s Databases
Oil is finite, but information is infinite.
—ERIC SCHMIDT, FORMER CEO OF GOOGLE
Life is infinitely stranger than anything the mind could invent.
—SIR ARTHUR CONAN DOYLE
A typical road to failure comes from a strategy that says, “Let’s build a really big data warehouse, then build our pricing capability and strategy from that base.” This plan simply does not work.
Why? Because no matter how large the database is, it will rarely capture the essential data required for pricing. The reasons for this are twofold:
The data in the data warehouse is captured for other purposes.
The likelihood ...
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