The simple truth is that it's almost "free" to collect data. Or at least that's how it seems.

Set up a field in the database, send out an email and ask for the data, and voila, you're collecting new data.

The problem is that, in many (most?) cases, the data that we start out to collect doesn't get maintained over time, even with the best of intentions. And so, over time, we become data hoarders, keeping data that we really don't need.

I would guess that almost every one of my clients (now several hundred over 25 years) has one or more data points in their AMS that are no longer being used, or if they are being used, haven't been updated in many years. I'd bet the same is true for your organization.

When is the last time you looked at your database and cleaned out what you're no longer using? Is it time to do it again?