Knowledge continuum:
Data (qualitative or quantitative; raw, unprocessed) – analyze – information (in a form useful to decision makers) – combine with expertise – knowledge (to make workers more productive and automate systems)
Knowledge management in Marketing: marketers are interested in a narrower set of activities that focus on integrating front-and-back-office services and delivering information to customer service personnel and decision makers when and where they need it.
Customer data into usable knowledge:
- to enable human agents to do their work better, faster, and in a way that provides maximum customer satisfaction
- to create automated systems that perform at least as well as the most skilled human agent
Create knowledge from information – incorporate tacit knowledge.