How to Make B-to-B Data Dance

• What business decisions do you want to make with it?

• Who’s going to be looking at the data?

• And why are you doing this analysis?

Then, she says, you can create a discipline of not asking for what you don’t need. Another important step is to create a baseline of what was before so you can track the trends. At Interline Brands, she says management had previously put all of these data decisions into the hands of the marketing managers, resulting in a lack of centralization. “Now we use a team and first talk through what’s really important, as well as what can we eliminate.”