Customer Data Integration: Reaching a Single Version of the Truth

WHO SHOULD READ THIS BOOK

The aim of this book is twofold. Our first goal is to define customer data integration (CDI)—describe what it is and why it’s a critical solution to customer-focused business programs. We’ll put it in context with other emerging trends like master data management (MDM) and data governance, and distinguish it from other technologies you might already have in-house. Our second goal is to describe how CDI works. Our hope is that this will inform decisions you’ll make around vendor selection, data management, CDI development, and usage. We think that the promise of CDI is nothing less than making your company—on both the business and IT fronts—more agile.

Because this book explains the “whys”—why customer data integration is so important for business strategy and growth—it can be read by executives and managers seeking to launch a CDI project or justify CDI to their organizations. Included in this group will be:

• Executive managers, including chief executive officers, chief operating officers, chief strategy officers, or any other executive who needs comprehensive customer information in order to provide business insight.

• Privacy professionals, including chief privacy officers, who have a mandate to individualize constituents on behalf of their companies.

• Marketing executives, including marketing vice presidents, directors, product managers, and anyone else who needs to target the right customers and prospects for meaningful interactions.

• Program ...