In the last few years, the rise of Big Data has created serious strides in building customer intimacy, loyalty, and trust. This has also meant that data sharing – a practice that sees companies share customer intelligence with trusted partners and suppliers – can help businesses gain a competitive edge. But it’s easy for businesses to question the wisdom of pooling data-driven insights rather than keeping them under wraps. Here are three tried-and-tested benefits of taking a generous approach to your data.