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.