All around the globe, in every industry known to man, data is the topic du jour. Big data. Customer data. Social/sentiment data. Business leaders intuitively grasp its importance. Analysts, thought leaders and management gurus think the information age has morphed into the data epoch.

Why, then, do so many companies fail to treat their data like a high-value and potentially difference-making asset? It’s easy to talk about data as the “lifeblood” of the organization, which it truly is. Without data, companies can’t market and sell their products, run their processes or measure their performance. But the reality is that companies manage data more as a raw material than as an asset.

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