By Terry Franklin | May 21, 2020
In today’s economy, more and more companies exist primarily online. While there’s much discussion around the consequences of leaving behind the traditional brick and mortar business, one aspect that gets less attention is the significant change in how these companies are now managing their data. Increasingly, businesses seek to understand their customers and how best to meet their needs in a way that monthly reports and KPI charts just can’t address. Many of the modern ideas around delivering a compelling online shopping experience, such as “*frequently bought together”*recommendations and “*people who bought this were also interested in that”*simply didn’t exist when many of the database systems in use today were first designed. Which means that trying to use them in these situations can sometimes feel a bit like trying to fit a square peg in a round hole.