Data Strategy Process: Four Steps To Identify The Data That Matters

Marketing data stewards who are continuously asked to source, sort, and collect data to provide a definitive view of prospects and customers need to be wary of ingesting all of the available data elements without a clearly defined strategy. Stewards must agree with internal data consumers on which data elements are necessary to build an effective and valuable view of the entity required and the business processes that these efforts will support. In this report, we describe a four-step process for determining the required view of accounts and contacts for which data must be obtained and the manner in which the data should be classified, stored, and sourced.