Data Quantity, or Data Quality?

When we look at ways businesses embark on marketing campaigns, we can see that quantity is regarded as a good thing.

Lots of traffic – good. Viral posts are the Holy Grail: they generate thousands of page views every hour. Likes and shares: the more the merrier.

And from all of that traffic, and social interest, the business hopes for a high quantity of leads and conversions.

But when it comes to data, quantity in itself cannot drive profit and success. Simply having a lot of data does...

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