Business and customer data has existed for ages. Mostly, however, it sat hopelessly trapped in handwritten ledgers, filing cabinets, and floppy disks, a precious resource untapped.
The introduction of Data Management Platforms (DMPs) and Customer Relationship Management (CRM) aid the increase of customer data collection so much that 90% of the data in the world today has been created in the last two years alone, according to IBM.
