'Dirty data' and customer feedback applications

Jeffrey W. Manning

This is a practical paper which presents a model for better use of existing customer feedback data, or 'dirty data', within organizations, rather than sole reliance external research and purchased modeled data.

'Dirty Data' And Customer Feedback Applications

A model for development of proprietary database assets

Jeffrey W. ManningOgilvy & Mather Ltd

Summary

Users of purchased data from data vendors and market research firms without developing internal database assets are short-changing themselves. This paper challenges the assumption that 'data' should be defined as market research surveys, external vendor data and collected core customer data. It proposes that the end user's objectives define what constitutes useful data. The conclusion is that there is a huge need for true creativity in sourcing data for data planning and market research.

Lots of expensive data...

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