Data is a vital element in any marketing initiative and the ability to access, understand, trust and utilise the information contained within your many data stores is an essential requirement for any business. Learning about applying Big Data and improving CRM effectiveness were both mentioned by members as areas they would like to improve their knowledge, so we turned to customer data management specialist Jim Roberts to share his approaches for reviewing and improving marketing based on data analysis. In this guide, Jim will explain the key aspects of understanding your data and improving how it is managed and used via a step-by-step plan which can be used in its entirety, or as individual delivery points to complement your own Data Management activity. The process described will enable you to map your data sources against business needs to improve the quality and usage of customer insight. A data quality audit spreadsheet is included within the guide to help you review where you need to improve your data management.
This guide gives a practical structure to help you review and improve how data is managed in your organisation. The Steps covered are:
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