The Perils of Online Data

Welcome to The Data Age. Businesses today are riding a tsunami of customer data based on users’ online activity. But it doesn’t do you much good if you don’t have the right data in the first place or if you make misguided assumptions about the underlying validity of that data. And in terms of customer online behavior & activity—and the data it generates—all that glitters may not be gold. Your “data analysis” may actually be more a leap of faith.

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