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Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) applications accumulate data at a furious pace. So much innovative technology has been focused on capturing, storing, replicating, and archiving data, however, that the intrinsic value of data as the raw material from which information is made has been obscured. Just coping with all of it has gotten all the attention. That's changing. Thoughtful executives on both sides of the business and technology aisle are peering into the stockpiles of data scattered around their organizations and finding gems of information: insights into how to become more efficient, market products and services more effectively, satisfy customers, and win their undying loyalty.
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