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The Decision Factor offers insightful comments and observations on analytics—from views on new technology approaches and market dynamics to the latest industry trends driving demand for faster, smarter information analysis. This blog contains personal views, thoughts, and opinions from SAP employees, mentors, and friends working in the area of analytics. It’s not endorsed by SAP nor does it constitute an official communication of SAP.

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Bad Data the Culprit in Weird Holiday Gift List Mystery

Marketing Data

Come holiday season and it’s normal for your promotional mail to increase four folds. But this holiday, I received a few weird offers—a hearing aid, a retirement community brochure, and a marketing call for an elderly alert system. Being in analytics myself, I wanted to understand the reason why these companies are targeting me since I assumed this didn’t result from mass marketing.

I started scanning my last few months’ purchases to understand the trigger and didn’t find anything. Finally, I found a website that listed my marketing data and this is what I found:

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Who’s Afraid of the Big, Bad…Data?

Who's Afraid of the Big, Bad...Data?

Those of you familiar with the children’s story, “The Three Little Pigs,” know that a big bad wolf visits each of the pigs’ houses in anticipation of a savory meal. However, (spoiler alert here) only one little pig’s house ends up being strong enough not to be blown over by the big bad wolf. Well, that’s because that smart little pig knew that having a strong foundation for his house—in this case building it with bricks and mortar —would shield and protect his investment and literally save his skin when he needed it most.