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Yu agreed, adding that it should always be about the business first—don't use a pile of existing data just because it's there. "Though that's better than not using it at all," he maintained.
Putting the business first also means sharing the data strategy between the involved divisions. "Most inter-department conflicts and delays in projects originate from communication breakdown," Yu noted. "And such breakdown cannot be resolved if there is no common business goal.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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