Data that works together can make instant improvements to business. Caesar’s Palace sits across the street from a Las Vegas icon, the beautiful Bellagio fountains. Online reviews consistently raved about the great fountain view Caeser’s Palace afforded. Rather than grumble about how much guests liked a competitor’s signature feature, Caeser’s Palace fed that data to the creative, site development, PR, and search marketing teams, all of whom acted upon it to fill more rooms. Really Useful Data Data is not necessarily useful. Here are, in my experience, the seven pre-requisites of Really Useful Data. “Customers expect brands to know them when they want to be known and to be anonymous when they don’t.” 1. Take the single enterprise point of view Companies have invested heavily in building “single customer view” data warehouses, storing everything the company knows about that customer. These valuable