|Quote of the Week
"People have become complacent in their approach - believing that they have answered the problem -
but data management is coming back with a vengeance due to realisation that "multichannel" has actually
created a very fragmented world. Most of the benefits sought from implementing CRM and marketing systems
are being lost because of fragmented data. Worse, organisations are alienating the very customers they sought
to attract through well-intentioned but badly joined-up cross-channel execution.."
"Data is oxygen to the direct marketing community. All the elegant solutions and revenue generating mechanisms -
segmentation, personalisation, in- bound/out-bound integration, analytics, profiling, event-triggering and so on
- are starved of life without it, and tainted by impurities in it."
"The problem is that data isn't interesting to your average marketer. It is perceived as a difficult technical
topic that requires the assistance of IT - not marketing's greatest bedfellow - and takes ages to sort out.
Historically this was true but the technology has moved on, and now it is not just much easier but absolutely
imperative to solve this in today's multi-channel environment."
New this week: Minor amends and updates
are morphing into a gradual reshaping of pages - but most
work is still behind the scenes overhauling the site for substantial
updating, restructuring and a relaunch. Watch this space!
New in 09. There is now an explicit section in the links pages on
small independent consultants and
service providers. Many of these individuals are veterans
with a wealth of experience, often thought-leaders in their
subject. Because they choose to focus on doing the thing they
are passionate about rather than administration in a larger
organisation they are amazingly good value - but by the same
token are not always that easy to find. Over the next couplre
of months Information Alchemy will be addressing that, so
if you have worked with an independent and don't see them
here - or if you are one - get onto the contact pages and
let us know
When I started this site in 2005, although I was convinced
in my own mind that the management of data and information
for value was an idea whose time was about to come, there
were many times I felt myslef to be a voice crying in the
wilderness. People sort of got the idea once you explained
it to them, but no-one really knew what to call it, and very
few people in organisations were attempting to address it
explicitly. For want of a better term this site began to talk about "Information Management" as a term
to cover the whole spectrum from managing data , data quality and data governance, through to the final
exploitation of information through analytics BI and customer insight
Four years on there are signs of spring. DM Review, long one
of the best and deepest resources in this area has just renamed
itself as - wait for it - Information Management!!
Add that to new resources like Data Quality Pro and Data Migration
Pro, new course providers like Platon; the slow but steady
rise of the IAIDQ (look it up in the links pages or the glossary
if you're not sure) and new books like Tom Redman's Data-Driven
which sees "the Data Doc" focussing on "Profiting from your
most important busines asset" and it begins to look as though
this thing may catch on.
With the strengthening of resources around data a quality,
information management and data governance it is time for
Information Alchemy to evolve too. Over the next few months
expect the emphasis to shift as I return attention to my roots
- Direct Marketing, in it's classic, broadest sense.
The focus on value from data will remain, but set very much
in the context of how to use the new disciplines around Data Resource
Management and Information Engineering, along with the tools, techniques, ideas
and resources to underpin and power data-driven marketing and
customer insight. Watch this space for developments.
Information Alchemy gets all Two point Noughty!
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|"...an invaluable compendium of information on the most pressing challenge
in business today"
|"At last! Something
on data even an old Luddite like me can understand!"
|"...a really useful resource to understanding all issues relating
to data management"
Prof Derek Holder
|"...a down-to-earth, no-nonsense site designed to cover the
new practices and theory of Information Management"