truth #1

Companies spend years collecting andgrowing their audience data only to faceproblems with the way it’s stored.

fact one

truth #1

An integrated audience database allowsa company to tap into clean, actionabledata.

fact two

truth #1

Your organized data can then be used toreach highly-valued audiences withrelevant content, ultimately leading tonew revenue opportunities.

fact three

remove the data disconnect andcreate revenue opportunities.

truth #1 - in Summary

truth #2

An audience database that isn’t easilyaccessible or user-friendly means thepeople who want to access the datasimply won’t.

fact one

truth #2

Data layout, format, and usability make ahuge difference when considering howto maximize available audienceinformation.

fact two

truth #2

Bigger isn’t always better when it comesto data, it’s how you use the data thatcounts.

fact three

if data isn't accessible, it won't getused..... period.

truth #2 - in Summary

truth #3

It’s important to ensure that yourdatabase management solution staysup-to-date by including the latestfeatures and having your IT team plan forcontinuous updates.

fact one

truth #3

Are your company’s data managementprocesses such as cleansing andmerging/purging a skill set that your ITgroup is required to have and practiceevery day?

quick question

truth #3

As needs become increasingly complex,top businesses are making the shift to along-term partner to help fulfill theirneeds.

fact two

best-in-class database managementsoftware requires best-in-class experience.

truth #3 - in Summary

truth #4

Financial limitations are all too real forevery business, so it’s important to behonest about internal technical resourcesand aptitudes.

fact one

truth #4

The goal is to put the minimum amountof stress on your organization in thedevelopment and maintenance of adatabase when it comes to finances andresources.

fact two

truth #4

Leaders are increasingly adopting a “buythe technology, build the culture”philosophy.

fact three

truth #4

Consider finding a partner who has thedata quality management expertise andagility to maneuver as the technologyand information landscape shifts.

fact four

it's a build or buy decision.

truth #4 - in Summary

truth #5

Leaders should be investing in resourcesand talent to create a culture thatembraces new tools and technology.

fact one

truth #5

All too often, the focus lies on financesrather than culture.

fact two

truth #5

Commitment moves from the top down,and from the moment you commit to theproject, it’s crucial that you take the timeto educate your employees to ensurethat they are getting the most from thetechnology.

fact three

cultural adoption requires attentionand commitment.

truth #5 - in Summary

bottom line......

Your team should be focused on what they dobest. Managing data to ensure accuracy andknowing how and when to use the availabledata isn’t in the job description.

With these factors in mind, focus on investingyour resources and talent in creating a culturethat will embrace new tools and information toturn Big Data into marketing power andrevenue.

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