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.