Data management is an essential part of any business, and it's important to understand the different types of data management available. Marketers must evaluate the current state of their data to establish a realistic business objective for the present, the future, and the overall business roadmap. There are many different types of data management systems, such as relational database management systems (RDBMS), object-oriented database management systems (OODMBS), in-memory databases, and columnar databases. Additionally, marketers use a wide range of analysis tools, such as reports, data visualization, business intelligence (BI), and more.
Data governance establishes the infrastructure and names the people (or positions) within an organization who have the authority and responsibility to manage and protect specific types and types of data. Big data management systems have also emerged to help organizations manage large amounts of data from disparate sources. Data management is the practice of collecting, organizing, and accessing data to support productivity, efficiency, and decision-making. Marketing technology systems are used to execute marketing operations and campaigns. These systems are generally used in sync with CRM systems, since they allow the integration of CRM to execute campaigns based on CRM data, and they also update CRM data automatically as data changes.
Product satisfaction and usage data are usually sent and maintained in data storage systems that act as the customer's main repository of data. These customer data sources help meet the different data requirements for various systems, such as operations platforms, financial applications, marketing and sales systems, purchasing systems, and many others. A common query layer that encompasses the different types of data storage allows data scientists, analysts and applications to access data without needing to know where it is stored and without the need to manually transform it into a usable format. To maintain maximum response times at this expanding level, organizations must continuously monitor the type of questions the database answers and change indices as queries change without affecting performance. A customer relationship management system refers to the database that normally contains all sources of customer data. An organization needs its employees to quickly understand what data they should or should not use, including how and what personally identifiable information (PII) is ingested, tracked and monitored to comply with compliance and privacy regulations.
Similarly, if the data is consistent and accessible but not relevant to your operations and objectives, it also loses its quality. Data management can increase the visibility of your organization's data assets, making it easier for people to quickly and securely find the right data for analysis. Today's organizations need a data management solution that provides an efficient way to manage data at a diverse but unified data level. Marketers find that working on a stack of multiple marketing technology systems is complex and difficult to configure, optimize, implement, integrate and manage multiple marketing technology outlets. With this in mind, it's important to prioritize the following data objectives that every organization should have: understanding what type of data is collected; ensuring that all collected data is secure; making sure that all collected data is accurate; ensuring that all collected data is accessible; making sure that all collected data is relevant; ensuring that all collected data is compliant with regulations; making sure that all collected data is up-to-date; ensuring that all collected data is properly managed. Choosing the right marketing technology package can improve the effectiveness of marketing campaigns.
However, marketers must be aware of the complexity involved in working with multiple marketing technology systems. Data warehouses present clean, standardized and usable versions for all different systems so marketers can use analysis and reporting systems to process accumulated data, visualize and format it to obtain information for campaigns. With this comprehensive guide on data management, organizations can ensure they have a secure system in place for collecting, organizing, accessing, analyzing, managing their valuable customer information.