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It is one thing to have a state-of-the-art database that combines all relevant information in one place. It is another to improve business practices using available data.
Too often, I find an ample amount of data tucked away somewhere, acting more as a liability to the organization than as an asset. Unless you are dealing with data as a hobby, all data activities must increase revenue, decrease cost or save time.
Days of bragging about the size of the database have long been over, unless someone is still clinging onto the notion that the Big Data combined with some AI modules is the answer to all.