Sunday, January 08, 2006

Where's the Data?

That's actually the wrong question. Gartner tells us that there is substantially more data at our hands that we know how to use. We need the ability to use the data ... it's that simple. And once you get moving in the contextual direction, you will begin accumulating more and more data about individual customers. But again, it is the ability to use the data that becomes the cutting edge.

Of course, you don't need all the data you have likely captured. Marketers need to pull the wheat from the chaff -- no need to capture and store useless information that will mask the lessons to be learned. So the first rule is to determine what data is of most importance to your successful marketing program. Then develop the insights that lead to effective action.


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