Perfect Information Doesn’t Equal Perfect Predictions

Many organizations attempt to achieve “data nirvana” by having 100% complete information for any given business decision. In the customer analytics space, this is sometimes referred to as a “360 degree view of the customer.” However, we really never know everything about our customers. What we call a 360 degree view is really just the most complete view we have at any given time. All of the information we are missing must be inferred or assumed through analytics. The more complete our picture...