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SAGE

Breaking Down the Barriers to Business

This resource is published by SAGE

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It’s a given that information is the lifeblood of the 21st century organisation. Organisations that seek the elusive goal of a single view of the customer need first to instil an information-sharing culture throughout the company, not simply attempt to apply a quick technology fix. But too many companies find themselves locked into a situation where information is held in zealously-guarded silos by departments who are not incentivised to share it. Office politics and jostling for position on the corporate hierarchy as well as a desire to protect your own back mean that the oragnisational culture acts as an impediment to the freeflow of information that could assist the bottom line. All departments need to be able to put information into and get information out of a single system rather than hoarding their own slice of it in departmental sub-systems.

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Related categories
Marketing Analytics, Marketing Strategy, Customer Analytics, Customer Relationship, Consumer Analytics, Data Mining, Digital Marketing, Online Marketing, Data-Driven Marketing, Targeting, Display Advertising

 

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