Data as a Service Comes of Age

Kastner_LukasD&B has been talking about Data as a Service (DaaS) for more than a year now. And we’re thrilled that more and more companies are embracing the concept.

Think about it. What makes more sense than cleaning and verifying the data that’s sitting in your data stores, as your teams use it? Better yet, it makes data management snarls invisible to end users – they just get accurate data about companies, contacts and customers, right in the applications they already use.

Research firm Ovum agrees with the DaaS model. In a white paper published this summer, Data-as-a-Service: The Next Step in the As-a-Service Journey, it calls DaaS the “instinctive next step in the evolution of as-a-service”.  With data volumes and complexity on the rise, the DaaS approach shields end users from IT complexity and offers easy-to-use, function-focused tools that deliver the true value of the data to the business user. A good DaaS solution can remedy significant data challenges, like a lack of common identifiers across data sources and low data quality, so data analysts can sidestep the noise and get to actionable insights. By decoupling data from applications, the DaaS model makes it possible to clean up data in any application, on any platform.

The time is right for DaaS to enter the limelight, for one reason: There is competitive advantage in data. Oracle knows it. Earlier this year, the company added DaaS as a “fourth pillar” to their foundation of the Oracle Cloud. So now they talk about SaaS, PaaS, IaaS and DaaS. You can read more about their vision on the Oracle DaaS microsite.

Through its partnerships, D&B has real-world DaaS solutions in the market today. Microsoft, Sugar, and Salesforce are all building momentum with their customers. Together, our companies can give end users access to better quality, squeaky clean data within CRM systems – saving them time, helping them build better relationships and creating happier customers. And that makes it a no-brainer as a valuable next step for any organization looking to bring data-driven methodologies to sales and marketing functions.

Image credit: Lukas Kastner

Posted in Data Quality, Sales & Marketing, Solution Partners, Strategic Partners by Lisa Petrucci

Lisa Petrucci is Vice President of Dun & Bradstreet Global Alliances and Partnerships.

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