“You can have data without information, but you cannot have information without data.” (Daniel Keys Moran)
The latest trend in sales and marketing talk is “big data”. It’s a simple enough proposition - the idea that the vast amount of consumer behavioural data now available to companies can revolutionise the process of targeting and selling goods. It’s easy to see how this can be attractive, both for companies and charities. So how should charities go about getting the best out of the data they've collected?