All that glitters is not gold – and the same is true for data as well. To be frank, there is a lot of ordinary in our data management world.
And the most worrying part is that most companies do not actually realize this threat, which is not particularly surprising to be honest, with most companies sticking to well defined data rules which have been in places for quite some time now. This is because data is living under outdated data policies and rules. Data processes and systems are persisting single-purpose data. These outdated processes have given rise to zombie data, which when used can prove to be detrimental rather than beneficial to your corporation.
The only solution is to reassess the founding blocks of data analytics to crush zombie data and ensure progress in the field of data analytics.

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http://blogs.forrester.com/michele_goetz/15-07-14-is_zombie_data_taking_over