Data must be tightly managed IT Phone Number Database uses strict processes for data management. This works well to guarantee availability of data and to ensure that the agreed definitions are used. However, a tight management Phone Number Database process clashes with the dynamics of the marketing department. New data Phone Number Database sources are constantly appearing there, for example through the use of social media, mobile apps and advertising partners. Behavioral data, such as click logs, is continuously expanded with new types of metrics.
In practice, it often turns out to Phone Number Database be too time-consuming for IT to also structure all that data in the central data architecture. The marketing department does not have that time, so solutions are Phone Number Database improvised, often – again – with Excel. Pitfall 3: Make it easy for the user by pre-cooking data Phone Number Database The data model of the data warehouse is in line with the business process. Therefore, there is only one version of the truth. For example, one definition of 'revenue' and clear rules for allocating that revenue to marketing campaigns conversion attribution.
Important for generating financial Phone Number Database figures and standard management reports. But due to the transformation, filtering and aggregation of data, relevant information can be lost in the data model. After all, a model is by definition a simplified version of the truth. Moreover, it is often unclear how exactly the data Phone Number Database has been processed. Great to be able to report on KPIs, but the data model is often no longer sufficient to go a step deeper. ' Data fluent ' marketers and data scientists must be able to carry out in-depth analyzes themselves.