Your company's data is a primary business asset. It has the potential to add enormous value to every aspect of your organization - from marketing and new product development to workforce recruiting and financial management. It can even yield a substantial revenue stream of its own. You need to manage it aggressively.

Whether you're a top executive, an aspiring leader, or a product-line manager, you are in a position to derive more value from your data and help catapult your company to higher levels of performance. Author Thomas Redman, widely known as "The Data Doc, draws from his extensive experience as a data quality consultant to midsize and large corporations to show you how. Data driven provides the tools and describes the mind-set you need to finally leverage this valueble asset.

After revealing what makes your firm's unique data so important, Redman explains how to improve your data quality and unlock its full value. He then outlines fifteen ways you can bring your information to market as a product or service in and of itself; becoming a provider of new data content is only the most obvious. You can also unbundle and sell data you already have, "informationalize" existing products and systems, and exploit asymmetries that steam from market data. Finally, Redman shows that by putting the right data at the center of your organization, you can dramatically reduce the uncertainty inherent in your daily business decisions.

Data driven will help speed up your supply chains, connect siloed departments, develop a total view of your customer, manage diverse employees, optimize your business practices, ferret out unnecessary expense, and speed innovation. It will help you gain - and sustain - competitive advantage in your marketplace.