By adopting an augmented approach to analytics, businesses will finally be able to make use of the rich, wide data they collect changing “too much data” from a problem to a real opportunity.

As the price of data warehousing continues to fall, companies can afford to track almost every business metric at an increasingly fine granularity. And, along with these metrics, companies can afford to capture more useful context about each individual transaction, customer, and product use. The key to acting on this mountain of data may be augmented analytics.

In theory, this data gives every organization the opportunity to develop a data-driven culture. The data should guide teams towards a better understanding of what actually drives loyal, satisfied customer behavior, what new products and services to offer, and how they should optimize every customer interaction.

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