Vertical Intelligence.
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Audience intelligence is classified as everything your company knows about its target audience. Historically this knowledge was gathered through surveys, focus groups, and customer feedback. While these techniques still remain valid and in some cases useful, they rely on people telling you the truth. They are also quite time-consuming and expensive.

Data is an asset, but an asset is only useful when it’s earning a profit. If your data centers are hoarding mountains of unused data, it’s costing your business, the environment, and the future of your organization. In the same way that plastic recycling has become mandated, for our own good, data reduction will eventually become a legal requirement.

Having excessive data in your data warehouse means that crucial data, the bits and bytes we actually need to make informed decisions, gets lost in the mix. In turn, this creates a nonchalant attitude toward data itself. Instead of being seen as a tool to be used for the betterment of your organization, data governance becomes a chore that must be avoided at all costs.