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Revolutions are rare but I can't help feeling that is exactly what is taking place in the world of data and customer intelligence.
We have spent years gathering data, to the point that information exists on most households in the UK, so where do we go from here?
We certainly need to continue to capture data - on youngsters as they mature, on new people entering the country and on those who sadly pass away. We need to understand the effect the passing of time has on our customers' buying behaviour and their relationships with our businesses.
To keep data effective, it needs to be maintained - in much the same way that a company car or manufacturing …