There are a lot of articles, posts and tweets about big data and the massive potential for decision makers and marketers - but just because you can capture and store it doesn't mean you should.
The key to making data effective is to understand what you are going to use it for. Tools today can let you capture the most minute of interactions, shares and "engagements", but if you are capturing it all I see it causing more confusion - by raising more questions - than solving any business problems.
Organizations need to look at the data they capture today and the way that they are using it to first understand where they stand. Identifying future objectives and the data required to meet them will help them understand what they need to do next.
The goal is not to have the biggest database, or the most complex - it is to have the most useful.
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