Marketing Data Quality: Four Roles, One Goal - ERP Spain.com - España y América Latina

The marketing team’s goal is to acquire new customers and grow existing customer spend. To do this, they must have customer data that is relevant, timely and trusted. Data-driven marketers don’t just manage their new marketing applications; they actively manage their data as a strategic asset. And, as with all strategic assets, that means putting in place rigorous systems of governance to define key dimensions and the metrics to control the data that defines them. In this session, John Donlon, Senior Research Director, at SiriusDecisions discusses the four roles required within the marketing organization to support data management efforts; the scope of their responsibilities; and how their performance should be measured.