We now generate data in virtually everything we do –when we work, when we shop, when we travel, even when we “check-in” at our favorite restaurants or when we connect with one another on social media. And this data is a reflection, a reflection of what we do and our preferences.
In theory, then, businesses should be able to know their customers –and their employees and their partners –better than ever. They should be able to use all that data to understand what motivates people to work, to buy, to eat, to share, to get involved . . . .
That makes sense in theory, right? With more and better data, there should be more and better understanding.
But unfortunately, that’s not the case