Customer data: How much is too much?

03/19/2009 | Knowledge@Wharton

Some companies obsessively compile customer data for marketing, even though most of it is useless, write Wharton marketing professors Eric Bradlow and Peter Fader. Not only is the extra data a waste of time, Bradlow and Fader say, hoarding it can put a firm at risk for a costly security breach. Their guideline is simple: Only hang onto data that provides a competitive edge. Everything else must go.

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