MIT Sloan Management Review Article on Grow Your Customer Relationships With Analytics

Mobile devices. Wearables. Sensors. Internet of things. It is no longer hyperbole to say that organizations can collect data from everywhere.

Despite that, collecting data just to have more data isn’t the point. Are the increasingly vast haystacks of data just adding more hay? If you are looking for needles in a haystack, adding more hay doesn’t help. But are some organizations able to use analytics to find more needles too? Are their investments in data collection leading to positive outcomes in, for example, customer engagement?