If you store it, use it
By Mark H. Goldstein | CEO
The Wall Street Journal today offered advice regarding storing customer data. Their point of view – which I concur with – is if you don’t use your customer and credit card data, don’t bother taking the risks in storing it. My view is – if you store this data, mine it. Ensure custom messaging, offers and insights flow from each megabyte of data you store. Data is like sand in a sandbox. If you have kids and they use the sandbox, it’s great. If you don’t have kids, and there are cats in the neighborhood, don’t keep sand in the sandbox. It ends up being quite a negative experience.
