Data governance — Protecting and unleashing the value of your customer data assets— Adrian Gregory and Kathy Hunter, Journal of Direct, Data and Digital Marketing Practice Vol. 13 No. 1

Many organizations are waking up to the fact that customer data are a valuable corporate asset that needs careful protection and its value actively managed or ‘ governed ’. In the last edition of the IDM ’ s Journal of Direct, Data and Digital Marketing Practice, I made the case for investing in your customer data and outlined an effective approach for assessing our data capability and maximizing the long-term value of your customer data assets. With the case made for data governance and treating customer data as a key business asset, this second paper (in a series of three) focuses on how organizations of any size can significantly improve their data quality and begin to use their data for greater intelligence to drive successful business strategies. It focuses on fixing the key priorities that are likely to be closely associated with data quality and are likely to deliver the greatest returns. Without accuracy, an organization’s key asset, its customer data, could become a major liability. This paper explains the strong links between data quality and business performance. (17 pages)

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