Best practice can be scary. For many people, it implies leading edge processes that can be expensive, unproven and risky. Yet the reality is that best practice is really about doing what the textbook says. Not perfect, but fit for purpose.

So what does best practice mean for data practitioners? Much of it is about doing the simple things right – accurate data, constant cleaning and suppression, good security. It also means giving business functions the information they need to work effectively – actionable customer insight for marketing, sales and CRM, for example.

This is what the Data Strategy Awards are all about. We are looking for companies who do the things everybody talks about doing, yet so few actually do. Intelligent customer management, evidence-based decision making, data-driven business activity.

In the current climate, it has become more important than ever to ensure that assets are put to work efficiently and effectively. Data is both an asset in its own right and the point of leverage for improvements to a wide range of business processes. It is at the forefront this year in those businesses looking not only to survive the downturn but to be well-positioned for the upswing.

What is best for the business and its customers is nearly always best practice. It is not an abstract theory, but the optimisation of day-to-day routines. All too often, this can get overshadowed by noisier activities that may not ultimately be of benefit.

We think the routine is worth rewarding, especially where it is carried out with care, attention to detail and a clear set of objectives. If that describes the way you work, why not pick up an award for it, too?