Data Dangers"Too often data stewards are being ignored when it comes to the creation and implementation of marketing programmes. This is because they are perceived as being technical, detail oriented and analytical; not necessarily skills that are appreciated in most marketing teams. Yet it is these attributes which can ensure that brands are able to communicate with individual customers and prospects in a relevant and meaningful way that actively improves response.
Data is, after all, the lynchpin of successful marketing communications and no-one is better positioned than a data steward to ensure that customer information is not only accurate but also relevant, usable and being actively employed in helping to achieve specific commercial goals.
Data quality now rides high on the corporate agenda right into the boardroom. Marketing teams should follow through by giving data stewards the status, influence and clout they clearly deserve."
Data Strategy - June 2008