The Do’s and Don’ts of Data Management

Does your organization make decisions based on intuition or data? Does it matter which approach you take? Whether you prefer intuition, data, or a blend of the two, the final question comes with a clear answer – yes, your approach matters.

Before the internet age, employers may have relied solely on internal information and gut-checks. Nearly eight in 10 employers expect data to be more crucial in their organization’s decision-making processes over the next year.1

With three in five organizations using data analytics to drive innovation, effective management of that data may be key for an organization to survive and thrive today. This often requires a surplus of accurate, readily available data at an organization’s notice. And with 91.9% of those surveyed reporting measurable value from this data, the importance of proper data management is clear.2

Defining Data

Managing your data may be difficult without defining what it is you’re after.

Managing your data means first defining what data means for your organization. Data can be a variety of measurable metrics including:

Qualitative (i.e. surveys and reviews)

Quantitative (i.e. quarterly projections and budgets)

Time Series (i.e. line graphs and trend analysis)

Each data set can provide an organization with insights that may factor into decision-making. But is all data considered good? Not likely.

What separates good data from bad? In short, think of your data management system like a set of a kitchen drawers. Can you currently access what you need when it’s needed? Is everything stored neatly in place, or does it all seem disheveled? 54% of organizations cite data quality and completeness a large marketing data management challenge.3 Whether your organization needs a refresh or a redo, here are some points to consider with managing your data.

Data Direction

Do: Create a chain of command with procedures

Managing data can be a daunting task on its own. A good solution to this may be to develop a network of employees, allocating access and certain responsibilities for maintaining data integrity. This may help to ensure that only employees with training and experience in this data can have access. These tasks could involve assessing current data needs, evaluating the data’s design, and ensuring those within the organization have access.

Don’t: Allow access to all in the organization

What is listed above may be good for a best-case-scenario situation, but what do you do when the unexpected happens? Deleted and duplicated files can cause disorganization in your data, leaving you open to a potential data breach. With the average cost of a breach costing an organization up to $4.88 million, this can leave little wiggle room for error for an organization.4

Overseeing Data

Do: Audit your current data

Data-driven organizations are only as good as the data they rely on. So, how confident are you in your data currently? Keep the following in mind when deciding what to do with your data:

Purpose – Is your data’s goal clearly defined?

Position – Is your data in the right place?

Priority – Is your data still relevant?

Keeping your data systems lean and efficient can help you enhance your processes. If left unmanaged, your organization’s efficiency can be reduced by 21%, possibly resulting in a 31% revenue reduction.5 When in doubt, go with the old saying: “garbage in, garbage out.”

Don’t: Audit your data infrequently

Consider the drawer analogy from before. Bad data can be like the junk stuffed in your kitchen storage. Don’t wait for clutter to disorganize your data. Being proactive about your data integrity could save you an average of $12.9 annually.6

Saving time is great, but is it a make-or-break for business? Maybe. Bad data accounts skewed decision-making, operational inefficiencies, and inaccurate customer engagement.

Awareness and Impact

Do: Promote education and measure success responsibly

Everyone may need a refresher, especially when it comes to evolving structures like a healthy data management system. Ensure your employees are up to speed on your organization’s preferences including:

File name conventions

Record-keeping

File purging guidelines

Spelling out the necessary steps in managing your data can be helpful in the long run for both awareness and accountability. This comes with measuring your success, something that should be measured with intention. Be sure to only review the metrics that matter most to your organization.

Don’t: Measure everything

It may be enticing to measure all metrics for the sake of accuracy. Do yourself a favor and don’t. Here’s why – measuring everything could mean that the true metrics you’re after may get lost in the numbers. Using the kitchen drawer scenario, what good is having everything in one drawer if you can’t find anything specific?

So, employer, what does all this mean for you? As demands for data continue to increase, the importance of managing your data’s health may become more pressing. Employers have an opportunity to put their best foot forward by organizing and optimizing their data sooner rather than later.

This blog is up to date as of February 2025 and has not been updated for changes in the law, administration or current events.