May 20, 2025 | Vol. 96

Data Utilization – Part 1: Treating Data Like Gold

In today’s crazy, fast-paced world of marketing and business, the winners aren’t just creative or lucky—they’re data-driven. Data isn’t just something your software collects—it’s modern-day gold. The businesses that win are the ones who treat data like the strategic asset it is.

As a marketing strategist and business consultant, I’ve watched businesses accelerate growth by shifting their mindset from using data reactively to managing it strategically. When data is treated like a core business asset—on par with capital or intellectual property—it creates a competitive advantage that’s difficult to replicate.

💡 5 Actionable Steps to Turn Data Into a Business Advantage

1. Shift Your Culture and Mindset
   ​Build an organization-wide belief that data is not a byproduct of operations, but a strategic resource to be valued, protected, and leveraged.

2. Define Ownership and Governance
   ​Appoint a data champion. Implement clear processes for data accuracy, naming conventions, and integration across platforms. Put it in writing—even in agency contracts.

3. Make Data Discoverable and Accessible
   ​Eliminate silos. Use centralized hubs and data catalog tools to empower teams with insights that drive decision-making.

4. Secure and Protect Data
   ​Treat data privacy like you would financial or legal liability. Apply encryption, set access controls, and comply with regulations like GDPR and CCPA.

5. Invest in Infrastructure and Skills
   ​Tools are only as good as the people using them. Train your teams to collect, clean, and apply data. The ROI from the right systems and skills is massive.

“If you wouldn’t leave your company’s money lying around in drawers, don’t do it with your data.”

Straight Talk from the Crazy🤪:

Treat Your Data Like You Paid for It—Because You Did.

Too many businesses treat data like digital clutter—something they’ll get around to organizing “someday.” But data is one of the few assets you already own that can give you a measurable edge... if you treat it right. If you wouldn’t leave your company’s money lying around in random drawers, don’t do it with your data. Protect it. Use it. Respect it. It’s already working hard for someone—make sure that someone is you.

📌 Next Week: We explore how companies are using data to power faster decisions, improve campaign performance, and elevate strategy.

Until then | Expect to Win!

JIM WEBB

P.S. If this perspective on data has sparked an idea or you’re simply curious how it might apply to your business, let’s talk. No pitch—just a conversation. You can email, text, call, or message me on LinkedIn—whatever’s easiest. Visit jimwebb.me for my digital business card and choose the best way to reach out.

On a Journey - Chasing Better

#xp2win

SOURCES:

​Jennifer King: Data as the new asset class​

​MarketingProfs: Data-Drive Marketing​

​McKinsey Digital: An interview with the CEO of Informatica​

​DataSunrise: Treating Data as a Valuable Asset​

​Marketing Charts: Data-Driven Efforts Will Change the Way They Make Decisions