ABSTRACT
This chapter explores key concepts in big data and analytics and how these concepts can manifest themselves within the context of customer relationship management implementation. It examines data stewardship both in the context of internal and external stewardship. The chapter also examines the emerging landscape of external, supplemental data providers. It analyzes the importance of control and the frustration that results when users feel they are not in control. If data updates pertain to basic reference data— phone numbers, addresses, and soon— a weekly summary communication of the past week's data update could be the appropriate volume of communications. The chapter understands users are not necessarily clamoring to own every single data point in the system, the manipulation of certain pieces of data such as phone number or address have the potential to cause significant frustration if external data stewards make mistakes. It suggests that the quantity of notifications be proportional to the criticality of timeliness of the data change.
