What is Data Management?
In one sentence: Data Management is the practice of collecting, organizing, processing, archiving, and maintaining data.
If you’re running a data-informed campaign, data management is going to be part of the recipe for your success. Generally, the duties included in data management can be broken down into a few categories:
COLLECTING: OBTAINING THE DATA THAT IS NEEDED
Running counts of data availability
Updating targeting criteria
Appending data with supplemental third-party information
ORGANIZING: CLEANING AND STRUCTURING DATA FOR USE
Grouping records
Standardizing data types and formatting
PROCESSING: TRANSLATING DATA INTO USEABLE INFORMATION
Adding contextual information to records
Performing calculations
ARCHIVING: MOVING INACTIVE DATA TO LONG-TERM STORAGE
Storing data for daily usage in aggregated infrastructure
Purging information for compliance regulations or optimization
MAINTAINING: AUDITING, ORGANIZING, AND CORRECTING STORED DATA
Updating with most recent action(s) taken
Flagging Do Not Contact records
Depending on your specific situation, you may opt to handle data management internally or outsource data management services, or choose a hybrid of the two.
Author: Kelsey Apperson
With thousands of hours and millions of records under their belt, Kelsey is no stranger to analytics in marketing. They manage a team of experts who have experience developing and maintaining data warehouses and marketing dashboards. Marketing automation starts with our data experts, and you won’t find anyone more capable than Kelsey and their team.
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