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Data Divination: Big Data Strategies by Pam Baker

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CHAPTER 3HOW TO ASK THE “RIGHT” QUESTIONS OF BIG DATA

While data analysis has always been important to business decisions, traditionally it has been possible only as an after-the-fact process. For example, analysis of the effectiveness of a marketing campaign could be conducted only once a campaign ran its course. Financial analysis similarly was done at the end of a week, a quarter, or a year. In other words, no matter what was analyzed, the findings came too late to “feedback” into the process and change anything in the now. Instead they became “lessons learned” to be applied to the next marketing campaign, next quarter’s financial planning, or the next endeavor. One of the most valuable features about today’s analytical tools is the ability ...

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