Recently, Oracle put out its “3 Irrefutable Data-Driven Marketing Facts.” Number one was that it starts with the company culture. While sounding overly simplistic it’s actually true. Company culture starts from the top down. If data-driven marketing isn’t fundamentally part of what drives your company, it won’t be sustainable or maximally effective.

I took the time to download the companion white paper, “Eight Questions to Ask as You Introduce a Data Management Strategy,” and sure enough, the first question had to do with company culture. How mature is your organization, who are your stakeholders, how data-driven is the culture, and which systems do you have and what is the cost threshold to which your company is reasonably wiling to invest?

by Heidi Tolliver-Walker

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