HomeResearch Articles Marketing Data Definitions: Answering Key Questions

Marketing Data Definitions: Answering Key Questions

  • For marketing to have a clean and useful database that links to other corporate data assets, consistent definitions must be established
  • A good starting point is determining how the company defines the account hierarchy and the terms “customer” and “prospect”
  • No standard definition can fit every company’s needs; however, the same decision process can be applied to reach the necessary consensus

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