This chapter is about integrating data in a business data system, especially with regard to a marketing integrated system. Different data source typologies are discussed. Secondary sources, broken down into internal and external sources, are considered and advantages and problems in data integration are illustrated. Basic principles concerning root cause analysis as a methodology for processing integrated data is introduced. In this context, root cause analysis plays an important role in studying customer satisfaction within a marketing integrated system. Among various customer satisfaction problems, it is shown that root cause analysis can be also useful in providing an integrated analysis of customer and employee satisfaction.
As organizations become increasingly information driven, their boundaries have broadened. Recent trends reveal that most competitive businesses require external data in their enterprise data warehouse to position themselves strategically in the market. The integration of data from external sources, especially transactional data, is full of challenges. Such integrated models have been proposed in Rucci et al. (1998), Kenett (2004) and Godfrey and Kenett (2007).
The universal use of XML, as the common syntax for message exchange, and the use of Hypertext Transfer Protocol as a common transport protocol, provides enterprises with the ability to commodify application technology integration within an ...