Congratulations! You are finally tracking the effectiveness of your content and are starting to gain real insights into how people interact with you on your website, social media outlets, and across all of your digital efforts. The data is really starting to pour in, revealing trends that are helping you plan for the next step of your evolving marketing strategy.
As the data piles up, you may start to notice little things. Reports are taking longer to run. Your IT staff is spending more time on performance tuning. You realize that determining the ideal audience for a campaign is requiring as many exclusions as inclusions. Meanwhile, your email bounce-back rate and unsubscribe requests continue to climb.
What is happening is info-glut. Over time, the data piles up and a growing percentage becomes inaccurate, unreliable, or both. While a simple answer is to throw a little more power at the problem and adjust expectations, there are questions that are begging to be asked.
- Do we care who downloaded a whitepaper three years ago?
- Is it still relevant that someone visited the site actively nine months ago and then disappeared?
- How accurate is all that personal information that has been collecting since tracking was started?
- When you move to a new system, how much of the data do you transform and bring over?
This is where a little Information Governance can streamline your activities from the beginning. Like you would when applying the Principles of Holistic Information Governance to content, you need to assess the data, determine its useful life, and plan accordingly.