Best Practice Report

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

January 10th, 2021
Julian Archer, null
Julian Archer


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.