IBM Campaign® and IBM Interact are critical components in an Enterprise Marketing Management (EMM) platform. They are the foundation for optimizing your marketing campaign effectiveness, marketing operations, and multi-channel marketing execution. However, the effectiveness of the marketing campaigns is highly dependent on the quality, accuracy, and completeness of the underlying customer information used by the EMM platform. IBM InfoSphere Master Data Management (MDM) is a trusted source of that complete, accurate, customer information. Using your master data as the basis for running marketing campaigns provides the best information available for the best possible return-on-investment for your marketing operations.
This IBM Redbooks® publication describes how master data
about customers is extracted from an MDM hub and delivered through
an "information supply chain" to your marketing data repository.
This information supply chain includes capabilities such as data
integration, metadata management, industry data models, and
workload-optimized analytics appliance. The intent of this book is
to give marketing organizations (both the business and IT functions
for marketing) a blueprint for how to architect your EMM solution
in a way that best takes advantage of your trusted master