Data strategy: a critical component of marketing success

Richard Hochhauser (Richard Hochhauser is president and chief executive officer of Harte‐Hanks, Inc. (NYSE:HHS), San Antonio, Texas, a worldwide, direct, and targeted marketing company that provides direct marketing services and shopper advertising opportunities to a wide range of local, regional, national and international consumer and business‐to‐business marketers. Hochhauser can be reached at (212) 889‐5000 or via e‐mail at rmh@harte‐ Website: www.harte‐

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004


Companies spend millions of dollars toward the compilation of data, and that doesn’t even include human capital costs. But to what end? Do companies truly make the best use of customer data to reach, influence, and service their customers? Or are they missing the mark in capitalizing on their data assets?



Hochhauser, R. (2004), "Data strategy: a critical component of marketing success", Handbook of Business Strategy, Vol. 5 No. 1, pp. 227-232.

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Copyright © 2004, Emerald Group Publishing Limited

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