There’s enough data out there for everyone and everything. Current capabilities in public web scraping allow businesses to acquire information on basically any aspect of the entire value chain. In-depth public information can be procured about products, customers, competitors, markets and everything in between.
Yet, most businesses follow old-school practices that include some amount of guesswork. Data is widely used in departments like SEO and PPC but in others the adoption of information-driven decision making is often slacking behind. In some cases, data-driven is just a fancy name for looking at data without understanding the meaning behind it.
