One of the major benefits of using a Satellite for tag management is the freedom it gives to focus on other aspects of digital data management. Again and again, Satellite customers are making amazing strides forward in their data management capabilities both directly and indirectly. Let’s break this open a bit more.
If you think about digital data management it comprises four main areas:
1. Deciding what data to get
An organization that is competing on analytics is going to have very senior executives directly engaged in this process. The decisions here are not about data, they are about today’s direction and where you want to go tomorrow. The vision and energy you use to run the company is the same vision and energy that will drive this stage because they are one and the same. You know that no tool or technology that collects data can serve as a replacement for this vital activity. And don’t be worried that you won’t think of every eventuality. No one can predict the future or the pivots you will need to make, but an organization with a plan to use data will go much further than one that does not.
2. Getting the data
This is where Satellite really shines. Getting to the data in days and weeks where before it took weeks and months. This is critically important especially for tactical measurement and analysis. So often a great analysis idea would have to be thrown on the scrap heap because the time it would take to implement the necessary measurement would take too long, and even if it did eventually get done all too often the focus and attention of the business had moved on and there was no ability to use the analysis for business decision making. Welcome to a new world where the time from idea to data for analysis is shorter than ever before.
3. Figuring out where to put the data
This means a few things and is extremely important. Deciding where the data will reside impacts how various data sources are integrated or combined which in turn will have an impact on how the data is distributed and used. There are multiple competencies that must be aligned for an organization to practice digital data management. Again, the requirement here is appropriate executive buy in to make sure that there is an alignment of data sources and distribution that will meet the strategy laid out at the beginning when deciding what data to get.
4. Using the data effectively
Finally, we get to the sexy part of digital data management. Analysis can be done, predictions made, segmentation and personalization achieved, and results tested. Yay, everyone gets big bonus checks.
There is no shortcut to effective digital data management, but time and time again we are seeing our Satellite customers achieve better results faster and less expensively than they could before. And it feels great.