Passive Data: Use It or Lose It, Says Coca-Cola’s Justin de Graaf
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for AMA magazines and e-newsletters.
Ninety percent of the world’s data has been created in the last two years, according to IBM. “We have too much data because we don’t use it all,” Justin de Graaf, senior manager of global marketing strategy and insights at the Atlanta-based Coca-Cola Co., said in a presentation at the AMA’s Analytics With Purpose conference in San Diego this week called, “Passive Data: Is it true if you don’t use it, you lose it?” What happens to all of that information that lives on a hard drive, never to be opened?
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