Companies looking to see success from their customer relationship management (CRM) systems need to ensure they maintain clean data.
As such, maintaining an effective data management strategy over a period of time should be viewed as essential for business and good working practice.
This is the view of Ryan Vaughn, a columnist for 1to1 Media, who explained that maintaining this "accountability" for data quality and data management initiatives was a "challenge" for many organizations.
"[The] least-glamorous part of the process is also the first reason for CRM failure and end-user dissatisfaction. Getting good data in and getting bad (or old) data out should be a highly visible management priority," Mr Vaughn wrote.
"Ownership must also be clearly identified for ongoing data validation and maintenance to ensure that the data retains integrity."
Meanwhile, a recent whitepaper from CIO has found that enterprise data management is becoming increasingly important for businesses looking to host, track and secure their information.
Posted by Paul Newman