The recent "bigdata" phenomenon has introduced lots of trendy external data types like unstructured social media data. While this data is extremely valuable, IIA Faculty Member Greta Roberts makes the case that performance models should always include a fundamental, obvious, and readily accessible data type, already owned by the business, that correlates directly with performance before going after social media or other data types.

From the blog:

Before looking externally, optimize your own sphere of control. Utilize the data you own and that you can directly impact before expanding into untested data types that are more difficult to access, analyze and combine with existing enterprise data.

Read her IIAnalytics blog to find out what data she is referring to.

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