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Collecting data with a purpose

Michel Koch

"We want to capture everything, but what are we going to do with it?" How Time Inc is prioritizing its data sets and focusing on quality over quantity.

Data starts with ensuring you are collecting what is important, and have a plan for it, says Michel Koch, marketing lead at Time Inc.. It is, after all, easy to collect data from a multiplicity of sources for the sake of it. The customer, he says, should always be front of mind. Ask yourself what it can do for them?

This clip is from a wider interview with Koch which forms part of our Great Expectations series, run in partnership with Decibel Insight.