When it comes to data, direct marketers place a heavy burden on IT. We are always looking for more when it comes to understanding customers. We want more information about their needs. We want more information about their spending habits. We want more information about their preferred marketing devices. We want more information from more of our transaction systems. However, sometimes more is just more. In many ways, it is not surprising that the most overweight nation in the world also has the world's most voracious, and often nondiscriminating, data appetite.While it is not New Year's Day, it is time for overweight data hogs to consider a New Year's resolution to get a handle on their weight problem. Here are some disciplined eating habit analogies we can apply to our data appetites to help us become more discerning carnivores.

Let's begin by addressing the first step in making any change - admitting that we have a problem. No more excuses this time. We consciously wanted to gather all the data that we could to develop customer insights. We consciously exploited lower costs to help justify gathering more data. We are forever searching for more and are never satisfied with what we have. If that's not an addiction, I am not sure what is. These weight loss and eating principles to should streamline our overly curvaceous data figures.

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