— The Thinking of Bill Schmarzo —
Content covering the economic properties of data—zero marginal cost, compounding returns, monetisation, and why data should be treated as an appreciating asset.
A single customer dataset — purchase history integrated with loyalty records — can be deployed independently by sales, marketing, call centres, and product teams, each extracting distinct dollar value without incurring the cost of acquiring or rebuilding the underlying data. What this exposes is a s
The term 'data monetization' has become so conflated with simply selling data that Bill Schmarzo has largely abandoned it in favour of 'insights monetization' — a framework built around what he calls predicted behavioural performance propensities. The distinction matters because raw data sale treats
Most machine-learning models built inside organisations quietly become liabilities: they drift, decay, and produce wrong outputs once the engineer who built them has moved on — a phenomenon Schmarzo terms 'orphaned analytics'. Tesla's architecture inverts that logic. Each of the roughly one million
Research conducted at the University of San Francisco produced what Schmarzo calls a fundamental reorientation in how organisations should value data: unlike physical assets, data never wears out, never depletes, and can be reused across an unlimited number of use cases at near-zero marginal cost. T
Working with a major casino, Schmarzo found that 48.2 percent of players'-card sign-ups visited only once. Moving that figure two percentage points — to 46 percent — carried a $40 million impact, which in turn provided a concrete basis for deciding how much to spend acquiring third-party consumer da