By A. Bertossi

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In order to do this efficiently, a CDI system would find and integrate the customer profile, household information, and buying pattern into one holistic customer view. Using this integrated data approach, the advanced sales management system would be able to recognize the individual as a high-potential-value customer regardless of the channel the customer is using at any given time. Improving Marketing Effectiveness Marketing organizations develop CDI solutions to improve the effectiveness of their marketing campaigns and enable up-sell and cross-sell activities across the lines of business.

Typical ODS does not maintain summarized data nor does it manage historical information. Similar to the EDW, an ODS of customer data can and should be considered a valuable source of information for building a CDI data Hub. ᭤ Data Quality Technologies (DQ), strictly speaking, are not customer data platforms, but they play an important role in making these platforms useful and useable whether they are built as data warehouses, operational data stores, or customer information files. Given the importance of data quality as one of the key requirements to match and link customer data as well as to 17 18 Master Data Management and Customer Data Integration build an authoritative source of accurate, consistent, and complete customer information, data quality technologies are often considered not just as predecessors of the CDI but as key CDI enablers.

The result is disjoined islands of data that manifest data quality issues in a number of ways: ᭤ Semantic inconsistencies at the data attribute level include the following symptoms: ᭤ Different business units often use the same data attributes to describe different entities. For example, a customer identifier for CRM master data may point to a social security number, but could be a Dun & Bradstreet DUNS number for a supply chain business area. ) often contain different values for the same attributes across different applications and lines of business.

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