Data management and integration processes are key areas where marketing professionals can cuts costs, according to a new report.

The study from Gartner identifies some key areas where marketers can reduce overheads including consolidating operational databases, which can yield cost savings of between ten and 25 per cent.

Consolidation of data marts into a single data warehouse or into smaller sets could save also firms approximately 50 per cent of the total cost allocated to supporting their disparate data marts.

Implementing standards to improve the use and effectiveness of tools such as database management systems or quality tools can further deliver cost cuts, as can using fully established structures before creating new ones.

Ted Friedman, vice president at Gartner, said: “When aiming to optimise costs in data management and integration initiatives, it is critical to know what steps to take and where significant savings can be realised while maintaining success in these projects.”

Related Topics: General Marketing