As kids, we’re taught that superheroes work hard to keep their communities safe with their special powers. Captain America has super strength and courage; Spider-Man is smart and agile; and Thor has a mighty hammer. All of these superheroes defeat villains five times their size, proving that size isn’t a reliable indicator of power. Just as these superheroes use their powers for good instead of evil, great businesses need to exercise their own superpowers to provide customers with superhuman levels of service. That’s where knowledge comes into play. Industry buzz suggests that the only data worth having is the big kind, but that’s a fallacy. Sometimes, it’s the small, nuanced data that can save the day.

Powering up: Why data collection is important

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