Businesses are looking on anxiously as the potential of Big Data mounts. It can be gleaned from clicks and hovers on businesses' websites, captured at the point-of-sale or recorded when a customer signs up for a loyalty program. Regardless of the ways it's collected, this data is expected to provide actionable insight that can help decision makers launch targeted marketing campaigns and tailor product offerings to suit customers' preferences.
Tapping into this potential might not be as simple as businesses think. They first need to get the right people on board, according to Canadian Business. IT specialists and data quality
tools are usually needed to gather the data and interpret it correctly.
On top of that, businesses will need to make sure teams are aligned. If marketing or sales teams do not take an active role in maintaining data quality because they assume this responsibility falls on the IT team, the company could be working with segmented, mismatched information that causes errors, according to Search Data Management.
"Getting business users involved early in the process of creating standards is always a good idea," William McKnight, president of McKnight Consulting Group, told the source. "They're likely to challenge the rules if they weren't part of the process of determining them."