Open AccessStakes and challenges in building and analyzing a client database: A case study of a French company.
Author(s) -
Kathleen Desveaud,
Jean Mallol
Publication year - 2019
Publication title -
management and data science
Language(s) - English
Resource type - Journals
ISSN - 2555-7033
DOI - 10.36863/mds.a.37
Subject(s) - asset (computer security) , business , corporate governance , database , knowledge management , marketing , computer science , finance , computer security
In this new data era, client databases analysis is an essential asset for marketing departments. However, no study has been conducted so far to determine if those departments can take full advantage of this new opportunity. Through the conduct of a case study with a French company, major issues in the structuration of customer databases were observed, showing a lack of communication and collaboration between the technical teams in IT and the Marketing teams. Several recommendations related to the development of a cross-functional data governance and management are given in this study.