If you’re a senior manager launching a Big Data initiative, you should start by asking three simple, high-level questions to guide your organization’s data collection strategy. Once you have an analytics strategy in place, it’s time to think about how you’re going to apply the data you’re collecting in the marketplace. How will you use it in interactions with customers, competitors, and collaborators? It’s especially important to anticipate how your use of data will be perceived by your customers. Here are some crucial questions to consider when it’s time to start feeding data back into the marketplace: