Best Practice Report

Data Strategy Deep Dive: Capturing The Voice Of Internal Customers

January 1st, 2018

Summary

During the third phase of the Forrester Data Strategy Implementation Process, organizations must gather the data requirements of internal stakeholders. Define the activities most reliant on data, then ask data consumers and data contributors what information they need and how they want it made available. Take a consultative approach, documenting each team’s needs and suggesting other information that may be useful.

When assessing data requirements, marketing operations leaders should collaborate with their stakeholders. Too often, marketing operations assumes that it knows what constitutes quality data, when in fact input from the people who work with the data every day is equally, if not more, valuable. In this report, we take a deep dive into the third phase of the Forrester Data Strategy Implementation Process, when marketing operations captures the voice of the internal data customer (see The Forrester Data Strategy Implementation Process).

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