6 Keys to Managing Data in a Global World



5.    How Are My Systems Set Up to Manage Data?

One of the key decisions you make when setting up a marketing database is whether you want the database to be able to handle a language other than English. If you want to manage international data, the database you decide on must be capable of handling Unicode. 

Unicode is a computing standard for the consistent encoding, representation and handling of text expressed in most of the world’s writing systems.  The latest version of the Universal Character set (Unicode) has over 110,000 characters covering 100 written languages and multiple symbol sets. 

6.    Who Will Manage Data in These Countries?

When managing different languages, it is a best practice to have people who understand the data manage the database.  Your primary consideration is whether you have a local resource to help with data management.  Usually if you have a marketing organization within a country, you can secure resources to help support your database there or you can use your local agency to help you with this support.

If cost is a consideration and you simply cannot afford to manage databases in France, Germany, Japan and Australia, then consider centralizing your data management activities in regional centers that speak a variety of languages from that region.   For example, it is common in Europe to put data management services in the Netherlands because of the variety of European languages spoken.  The same holds for Singapore in Asia Pacific.

With the US population of Spanish speaking individual increasing daily, even data sources built here need to consider languages and how to manage them within the company’s databases.

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Theresa Kushner
Theresa Kushner
Theresa Kushner is a self-styled data-vangelist who brings her passion for all things data into her consultancy. Having held positions in F100 companies for most of her career, she now dedicates her time to helping start-ups and small/medium businesses scale using their customer information. She applies the skills she acquired as an executive at Dell EMC, VMware, Cisco Systems and IBM to help leaders apply data governance and 21st century data management techniques to their business intelligence and advanced analytics programs. She helps companies determine whether they are ready to take advantage of advanced techniques such as artificial intelligence, machine learning and robotic process engineering. She also helps guide companies in using more effectively for customer experience the data they collect on a daily basis. Ms. Kushner co-authored “Managing Your Business Data from Chaos to Confidence” with Maria Villar in 2009 and 2015 collaborated with Ruth P Stevens on “B2B Data-Driven Marketing: Sources, Uses, Results.” Ms. Kushner is a graduate of the University of North Texas where she received a Master of Arts in Journalism. She serves on the Advisory Boards of UNT Mayborn School of Journalism as well as data.world.

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