Data Crush

Advances in technology combined with the proliferation of data—the information gleaned from consumers’ movements online, through emails, over their phones, and in stores—has opened up many possibilities and opportunities for businesses and has also made running a successful business more complex. To keep up with the changing times and their competitors, companies have to keep up with the changes that have occurred, get savvy with the data they do have, and prepare for the inevitable fast-moving changes that will occur. Christopher Surdak predicts in Data Crush that by the year 2020, consumers will encounter more customized, relevant messages wherever they go, whether they are at work, on vacation, or at home. Companies that are setting themselves up now for such changes will thrive.