Jason Edge discusses the question of whether all data an organisation holds is useful. He argues that all data is useful to the extent that it’s been created for a reason. Some may be audit data – low level, low quality, low lifetime data and so organisations may consider that this kind of data is not important to keep. However, should organisations throw away data that they consider to have no value to them?
Jason argues that this can be a mistake because of the growing power of analytics. Analytics is about creating a footprint of an individual, and it works by taking tiny pieces of information and building up a picture. At the moment a particular piece of data may look like it has no value but it may end up having value in the future when it comes to establishing a comprehensive view of a customer.