Ten years ago we were looking at data that was explicitly captured inside an enterprise as the transactions – as payments, as inventory info, resource management information, CRM systems and sales mgt info. These were in the realm of megabytes and gigabytes, and it was mostly transactions. Then we started to track interactions between companies and customers. Not just transactional data but sales records; CRM data; every phone call started getting recorded, transcribed and processed; the clickstream that we captured from our web interactions, web servers and online sales that became a part of the single view of the customer.

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