This paper explains the importance of data management, the issues facing those involved and how to address them. It isn’t based on a particular propriety system or software, but instead is business-focused, aiming to provide the knowledge required to successfully create and implement a data management strategy before moving marketing data to a datamart. Marketers require access to the information they need and confidence that it’s based on the correct underlying data, so implementing a datamart is a natural step when trying to achieve better insight into their organisation’s data.
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