Data - do your take yours seriously?

...speaking with Chris Turner at CCR Data on Friday. He has worked in data-based marketing for many years and had a lot to say that made sense about the use of clean data in marketing. He witnesses companies taking data seriously at board level performing better than those that don't. He also sees companies viewing data management as a cost centre tending to have shorter term views on the use of data in their strategic planning. Food for thought. What does your data mean to you?