‘Data-driven transformation’ is a hot topic these days, particularly in marketing, which in most organizations is keenly feeling the pressure of data overload.

“The reason the emphasis now is on data-driven is because organizations are struggling with absolutely being overwhelmed by data,” says Dale Renner, CEO and founder of data management and digital marketing software RedPoint Global and a veteran of Accenture who founded that firm’s CRM practice. “There’s just so much data. Part of this issue is about the volume of data but a pig piece of it is about what data to use and how to use it.”

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