It is not based on a particular propriety system or software, but is business focused, providing the knowledge required to successfully implement a data strategy leading to a useable data repository, a datamart.

Ultimately marketers require access to the information they need and they require confidence that it is based on correct underlying data. It is too important to address data on a piecemeal basis. Often the focus on data is as a result of an issue, such as a database performance problem. Instead we suggest that marketers work from their big picture, defining what is required rather than scrambling to find data as the need arises.

Having a data strategy to capitalise on your data is relevant to organisations of all sizes.