In December, we talked about the life cycle that organizations go through to transform data into action: data, information, insight, strategy and action. (See the December issue of DM Review, p. 46 or

This month's column focuses on the strategy aspect of the life cycle. Strategy refers to the idea of developing actual business strategies based on the information that your customers are generating. Customer information helps you understand customer needs and wants. The information helps you understand what products, messages and tactics are working and which ones should be decommissioned.

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