Today marketers know how to enhance customer experience and implement new strategies to attract new customers. Big data, social media marketing and customer relations have influenced the marketing behavior. There will be no insights without data. But by managing data and analyzing it will lead to achieving marketing goals. Analysis of data should be such that it provides helpful conclusion to businesses to make strategies and reach goals. Documentation of business objectives helps business to know what type of data is required and how to manage data. Data should be integrated and structured in such a way that it is reliable to customers. Data validation is required to check the validity of data.   Read more at: http://www.smartdatacollective.com/lbedgood/332008/ultimate-beginner-s-guide-data-quality-and-business-intelligence