In the idealized, modern data-driven enterprise, data flows along a continuum, a value chain that many marketers have illustrated in pretty flowcharts. The basics are well-known (insert your own functional terminology): Data is collected, stored, pulled or queried directly, possibly manipulated, analyzed, and consumed. And at some moment after all that, glorious insight is achieved.
Traditionally, that light-bulb moment of insight has led to a great business decision that, if you believe the marketing materials, changed the course of history—or at least led to a four-digit ROI percentage that looks really sweet on a before-and-after PowerPoint slide.
The value in that insight is in its ability to improve decision-making, and using enterprise data to reduce guessing is always a very good thing. But there’s more value to be had, if that enterprise insight-enjoying data consumer: 1) recognizes the opportunity in data, and 2) can capitalize on it.
Within the modern data-driven enterprise, data brokering is a new concept. It’s a mindset, an innate ability to recognize new ways to collect, consume, and exploit data differently. This note is a call to action for internal stakeholders to view their data differently. View your data not just for the insight it provides you, but for the potential value it can deliver to you, to your customers, and to your organization.
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