If you read a lot, like me, you might notice almost daily there’s a new study that contradicts some earlier research. Something causes cancer — then it’s good for you. You know the drill. What’s going on here? Do we simply not know what our research is saying? Can nobody correctly interpret the data? None of this would mean much to CRM except that with the advance of big data and analytics, the front office — that is, the relationship between vendors and customers — is coming to resemble many other endeavors that rely on data analysis.
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Correlation, Causation and CRM
Posted by: Denis Pombriant June 17, 2015 06:29 PMIf you read a lot, like me, you might notice almost daily there’s a new study that contradicts some earlier research. Something causes cancer — then it’s good for you. You know the drill. What’s going on here? Do we simply not know what our research is saying? Can nobody correctly interpret the data? None of this would mean much to CRM except that with the advance of big data and analytics, the front office — that is, the relationship between vendors and customers — is coming to resemble many other endeavors that rely on data analysis.