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Professor Raghuram Iyengar, who leads Wharton’s Customer Analytics for Growth Using Machine Learning, AI, and Big Data program, advises organizations to take a targeted approach when using data to find and create growth opportunities. He suggests starting small, keeping an open mind, and matching data strategies to real challenges the business is facing. He also warns against collecting data for the sake of data, as not every type of data is useful. Companies that were proactive and had a test-and-learn culture were more successful in adapting to the changes brought about by the pandemic.
