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How to Build a Data Strategy in Four Steps

Written by Tony Lamb

, 
  • Trainer
, 
  • B2B Marketing

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Trying to get data to drive significant business value can often feel like “eating the proverbial elephant"
Ensuring that data is a key driver of your marketing strategy and can drive business value is much easier to achieve in theory than it is in practice. There are many blockers and barriers to overcome, from a lack of organisational alignment to a raft of cultural issues within businesses that can lead to the vast majority of data analytic projects failing to deliver their intended value.

To address these issues and reverse this trend you can access this four step process to build an effective data strategy which covers:

  • Business drivers
  • Analysis and prioritisation
  • Current state analysis
  • Data strategy

This process will allow you to proceed with any data initiative aligned with the wider business, aligning and progressing as you do – and increase your chances of success.

This guide was developed by expert Tony Lamb, data and insight expert at Propolis. There are 30 such experts on hand to share their expertise and experience as well as offer 121-support on Propolis, a community intelligence platform that enables B2B marketers to enhance strategy, build a world-class marketing function and deliver tangible ROI. Joining Propolis also gives you access to a raft of tools, guides and best practice to drive and execute innovation as well as live and on-demand training, workshops roundtables and briefings.

 

 

This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

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Tony Lamb

Data and Insight Expert
Tony has over 25 years proven experience of building high performance data functions for £multi-billion corporations (Royal Mail; Head of Data Products and Strategy), B2B marketing service companies (Group Data Operations; Managing Director roles) and SME businesses, Tony is a senior data leader in the B2B Marketing industry. He formed his own independent data consultancy in 2001, and has diverse experience of working closely with C-Level Sponsors, Senior Leadership Teams and cross-functional areas to build bottom-up data strategies that deliver business value, then scoping, designing and embedding sustainable data solutions in businesses. He is also a Director of Nua Training, a specialist training and development company, with highly regarded expertise in presentation, negotiation and sales skills and an ICF certified coach. Tony is also a conference speaker with specialisms in Data Strategy, and Master Data Management, and was previously the Chair of the DMA Data Council for a number of years.

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