Top 9 Soundbites from the SMA Summit
2. Beware Dirty Data
There is this notion with big data that you can use dirty data, it doesn't have to be perfect. I just caution a little bit on that. The data still has to represent the underlying truth. I have a concept I call 'good enough' data — you don't have to cleanse everything until it's perfect, but it has to be good enough so that you can gain some insights from it.
— Mark Breading, Partner, SMA