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Volume 5, Issue 1
1 December 2004
This article was originally published in
Handbook of Business Strategy
Handbook of Business Strategy Cover Image for Volume 5, Issue 1
Research Article| December 01 2004

Data strategy: a critical component of marketing success

Publisher: Emerald Publishing
Online ISSN: 2054-1775
Print ISSN: 1077-5730
© Emerald Group Publishing Limited
2004
Handbook of Business Strategy (2004) 5 (1): 227–232.
https://doi.org/10.1108/10775730410494152

Companies spend millions of dollars toward the compilation of data, and that doesn’t even include human capital costs. But to what end? Do companies truly make the best use of customer data to reach, influence, and service their customers? Or are they missing the mark in capitalizing on their data assets?

Keywords: Information strategy, Marketing, Customer relations, Information management
© Emerald Group Publishing Limited
2004
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