Data management essential but overlooked, says study
2010-02-22
With more customers, and consequently more venues for information, it is essential that organizations keep track of data to inform customer loyalty solutions and maintain growth. However, a new study finds that although many organizations believe that database management is a critical concern, few organizations invest enough in it.

The Deloitte Consulting survey polled 400 technology executives, finding that more than 60 percent believe that business value metrics are vital to data management.

"The first question I hear from clients is about the type of technology they need for successful data management when the truth is the systems have been available for years, but not the business focus on the process and measurement of their data," said Jane Griffin, principal at Deloitte Consulting.

Griffin said that devoted data management is essential to "help set local, regional and global standards and monitoring data."

A survey by SAS and Peppers and Rogers Group recently found that most institutions doubt their ability to evaluate and predict customer behavior, nPost reported. For those without internal bodies to oversee data management, an external source may be the solution.

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