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Information Alchemy

The process of turning base data into gold. The magic that results from the science of Information Management.
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What is Information Management?

The process of extracting value from an organisation’s data resource by defining, delivering, maintaining and exploiting information.

Why is Information Management needed?

  • Information is a key asset in the organisation.
  • Most organisations fail to focus on deriving, protecting and growing value from that asset.
  • Creating information from data and using it to derive value is a multi-stage process. Unless those stages are understood and actively managed the process will deliver poor results.

    What are the objectives of the Information Alchemy website?

  • To advance a framework for Information Management that people can use, challenge and develop.
  • To provide a resource through which people can find ideas, people, services and products to help them create workable Information Management solutions in their own organisations.
  • To act as a forum where practitioners can compare notes and experiences, and share rants, raves and recommendations with each other.

    Who is Information Alchemy for?

    All those involved in managing activities that aim to use information to drive value. If you are working in data-driven marketing, direct marketing, relationship marketing, one-to-one marketing, CRM, Data Warehousing, Sales Force Automation, marketing campaign management or Business Intelligence, then this site is for you.

    What resources does Information Alchemy offer?

    On this site you will find resources for Information Management in the form of:

  • A Framework for Information Management  A structured series of writings exploring what Information Management is and does
  • Articles  Various pieces about Information Management and related issues
  • Links  to other sites you may find useful
  • Reviews and Bibliography  Good old-fashioned books
  • A Glossary  essential reference for our jargon and acronym filled world
  • Quotes  Nuggets of wisdom from great minds. Ideal for adding impact to presentations

    Have a read, follow some links. If what you find on the site is useful tell us. If it isn't, tell us. If you are in violent disagreement with any of the views expressed here, write down your counter argument and send it to us. If you are in violent agreement, tell us why. The more we can gather the combined thoughts of real practitioners, struggling every day to turn base data into gold, the more useful this resource will become.

    "...an invaluable compendium of information on the most pressing challenge in business today"

    Sean Kelly
    data quality
    "At last! Something on data even an old Luddite like me can understand!"

    Drayton Bird
    data quality
    "...a really useful resource to understanding all issues relating to data management"

    Prof Derek Holder
    Institute of
    Direct Marketing
    data quality
    "...a down-to-earth, no-nonsense site designed to cover the new practices and theory of Information Management"

    Simon Lawrence
    Information Arts
    data quality