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Dynamic Customer Strategy by John F. Tanner, Jr.

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Chapter 5

Acquiring Big (and Little) Data

If we have data, let’s look at data. If all we have are opinions, let’s go with mine.

—Jim Barksdale, former Netscape CEO

Introduction

Big (and little) data are as necessary to Dynamic Customer Strategy (DCS) as food is to a teenager. With a voracious appetite, DCS seeks data that can provide any additional edge. In this chapter, we dive deeper into the acquisition stage of data strategy. At the end, you’ll be able to:

Identify new sources of data that add quality to decisioning

Assess the quality of measures, given your conceptual map

Create a plan for sourcing data

Do we have the data? If not, the best we can do is offer an opinion. And if you follow the quote to the ultimate conclusion regarding ...

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