I’ve written about this before, but it bears repeating. Before you can go to advanced work like marketing segmentation and “big data,” you have to be able to manage the fundamentals.

And what are the fundamentals? Things like:

  •  proper procedures and documentation in place for managing your data
  • data integrity reports to ensure you have clean data
  • an integrated website that doesn’t require rekeying of data
  • minimize or eliminate redundant data and shadow systems

With the fundamentals in place, THEN you can start focusing on bigger picture issues like big data.