What is data management?

Data management is a discipline whose objective is to make the most of data as a strategic asset for the company. It is not limited to the management of computer data. Rather, it is a cross-functional project that concerns all departments in the company.

The strategy and business of organizations are increasingly based on data quality. Data Management is necessary to ensure the accessibility, reliability and security of data within an organization. It can be summarized under the following triptych:

Collect
Use
Manage data

The essential step of data governance

Data governance is one of the first steps to be put in place to ensure privacy, but also to address cyber security. It refers to the policies and processes used to ensure data integrity, quality and security. Poor data management can directly impact the competitiveness, efficiency and responsiveness of the company. It is therefore necessary to give meaning to data.

For a long time, the number one concern was to store and collect large amounts of data. Today, the challenge has shifted. It is now a question of adding value to it.

Inventiv talks about a Copernican revolution:

A decision-making aid for managers

Among the many interests of a good exploitation of its data assets, the need for anticipation appears as a major stake. The relevant use of data is an aid to decision making that can influence the future of an organization. This data management allows to identify and solve internal difficulties in order to offer a better customer experience. This provides a holistic view of the business, which facilitates insights, goals and planning.

When data is managed effectively, it becomes a wealth of knowledge and information for business intelligence.

The obsolescence of the data

In order to ensure that the data does not lose its reliability and therefore its value of use, it is vital to monitor the time that elapses between the moment the data is collected and the moment it is used. Indeed, the recency of the data conditions the real value of the data used. This concept of data obsolescence is important for marketing and/or CRM uses. A permanent update of its database is therefore crucial.

Some tips from Sparklane:

Start with a healthy database
Compel yourself to a regular household
Aim to enrich your base
Define strategic fields
Use an external service provider

Ellisphere Data Quality Management

Data management processes are still done manually in many companies. Centralizing the data management strategy is one of the key ways for organizations to improve the monitoring, quality and relevance of data. It is for them the insurance to save time and efficiency.

Ellisphere Data Marketing assists you in your data management processes, especially the most demanding:

Qualification, Standardization: Database restructuring (deduplication, enrichment, misterialization) to facilitate data processing.
Specific data processing: Customized processing of customer and prospect databases: formatting, cleaning and enrichment.