Customer Data Integration: Reaching a Single Version of the Truth

by Jill Dyché; ; Evan Levy; Foreword by: Don Peppers (President and Founder of Marketing 1:1, Inc. ); Foreword by: Martha Rogers (Founding partner of Marketing 1:1, Inc. )

• ISBN13: 9780470056288
• ISBN10: 0470056282
• Format: eBook
• Copyright: 2006-10-01
• Publisher: Wiley

Summary

"Customers are the heart of any business. But we can't succeed if we develop only one talk addressed to the 'average customer.' Instead we must know each customer and build our individual engagements with that knowledge. If Customer Relationship Management (CRM) is going to work, it calls for skills in Customer Data Integration (CDI). This is the best book that I have seen on the subject. Jill Dych? is to be complimented for her thoroughness in interviewing executives and presenting CDI." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University "In this world of killer competition, hanging on to existing customers is critical to survival. Jill Dych?'s new book makes that job a lot easier than it has been." -Jack Trout, author, Differentiate or Die "Jill and Evan have not only written the definitive work on Customer Data Integration, they've made the business case for it. This book offers sound advice to business people in search of innovative ways to bring data together about customers-their most important asset-while at the same time giving IT some practical tips for implementing CDI and MDM the right way." -Wayne Eckerson, The Data Warehousing Institute author of Performance Dashboards: Measuring, Monitoring, and Managing Your Business Whatever business you're in, you're ultimately in the customer business. No matter what your product, customers pay the bills. But the strategic importance of customer relationships hasn't brought companies much closer to a single, authoritative view of their customers. Written from both business and technicalperspectives, Customer Data Integration shows companies how to deliver an accurate, holistic, and long-term understanding of their customers through CDI.

Table of Contents

Foreword

Introduction

Acknowledgment

Executives Flying Blind

Slouching toward Customer Focus

Management Mandates Customer Intimacy

Data Back in the Limelight

What We Don't Know Can Hurt Us

CDI and CRM: A Rapprochement

Manager Do's and Don'ts

Master Data Management and Customer Data Integration Defined

Delineating the Boundaries of CDI

A CDI Taxonomy

Components of CDI

Manager Do's and Don'ts

Challenges of Data Integration

Data-Always the Bridesmaid

Five Mainstay Challenges of Data Integration

Manager Do's and Don'ts

"Our Data Sucks!": The (Not So Little)

Secret about Bad Data

Data Quality: The Movie.Bad Data's High Cost

Data Quality: Job Number Two.Data Quality and Master Data Management

Manager Do's and Don'ts

Customer Data Integration Is Different: A CDI Development Framework

Not Your Father's Development Methodology

Top-Down versus Bottom-Up

A CDI Implementation Framework

Change Management for CDI

Manager Do's and Don'ts

Who Owns the Data Anyway?: Data Governance, Data Management, and Data Stewardship

Sturm und Drang of Data Ownership

The Truth about Managing Data as an Asset

A Case for Data Governance

Organizing around Data

Challenges of Adoption and Consensus

Coming Full Circle: Data Management and CDI

Manager Do's and Don'ts

Making Customer Data Integration Work

Responsibilities of a CDI Architecture

Data Integration the Old-Fashioned Way

Data Integration via CDI

How It Works: Core Functionality of the CDI Hub

Eight Core Functions of Hub Processing

Synchronizing the Hub and Source System

Integrating Multiple Systems with the CDI Hub

Source System Data: Persistent Storage versus Registry Access

The CDI Hub in the IT Architecture

Manager Do's and Don'ts

Making the Case for Customer Data Integration

Benefits of CDI Investment

Building the Business Case

Keeping the Saboteurs at Bay

Internal Public Relations for CDI

Manager Do's and Don'ts

Bootstrapping Your Customer Data Integration Initiative

Getting CDI Right

Building the CDI Team

Fierce Conversations: Talking to CDI Vendors

Manager Do's and Don'ts

Glossary

Index

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