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The executable data strategy: A guide to using data with purpose

Author

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  • Lovett, John

Abstract

Harnessing data in today’s business environment can be complex and confusing. For this reason, organisations need a data strategy to guide them. The days of a monolithic, one-size-fits-all data strategy are long gone. Organisations must be nimble in their approaches, willing to accept challenges and failures, and adapt in real time to changing consumer behaviours, multiple marketing initiatives, and pressure to achieve operational efficiency amid ever-growing volumes of structured, semi-structured and unstructured data. This paper analyses how organisations need an executable data strategy that breaks down data strategy into its component parts and enables an agile approach to realising the necessary conditions for using data with purpose.

Suggested Citation

  • Lovett, John, 2019. "The executable data strategy: A guide to using data with purpose," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(4), pages 317-329, March.
    • Handle: RePEc:aza:ama000:y:2019:v:4:i:4:p:317-329
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    More about this item

    Keywords

    data strategy; governance; executable data strategy; data literacy; data silos; data catalogue; business impact;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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