Dirty Little Data Secret

Beasty, Colin
June 2007
CRM Magazine;Jun2007, Vol. 11 Issue 6, p18
Trade Publication
The article focuses on customer data integration (CDI) used in uniting sales, marketing and customer service wherein customer relationship management (CRM) did not succeed. CDI contextualizes the data and is capable of identifying where and how transactions and data are relegated to a particular individual. CDI recognizes, compares, matches and reconciles customer data across disparate systems. CDI has the capacity to propagate updated customer data back out to enterprise systems. INSET: CDI on Stage.


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