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It's not the data - it's how you use it
Many businesses dutifully collect customer data, just as they've been told to do, but they fail to use that data properly. In this economy, no one can afford to suffer the consequences. Data must be managed properly in order to be put to good use.
It may be as sexy as grandma's underpants, but data is the foundation upon which everything else is layered. Without the right support underneath, the fat will roll over your margins, creating an unsightly, unseemly, unprofitable business bulge.
"While it sounds a little boring, managing data as the key strategic asset has become a corporate imperative," Jeff Gilleland, SAS More about SAS customer intelligence product marketing manager, told CRM Buyer. "In a world where the volumes of information are exploding, how well your company harnesses this emerging asset can mean the difference between success and failure."
