The executable data strategy: A guide to using data with purpose
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.
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Author's Biography
John Lovett is Senior Director of Data Strategy at Search Discovery, Inc. He is an analytics thought leader who has dedicated nearly two decades to researching, writing and consulting on data and analytics. He is widely recognised for his data strategy work that has helped large enterprises, mid-sized companies and nonprofits gain value from digital data. John served as the President of the Digital Analytics Association and was instrumental in shifting the focus of the organisation from website data to all digital data. John is a Certified Web Analyst and author of ‘Social Media Metrics Secrets’.
Citation
Lovett, John (2019, March 21). The executable data strategy: A guide to using data with purpose. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 4. https://doi.org/10.69554/CKOG5230.
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