顧客データ統合(CDI)<br>Customer Data Integration : Reaching a Single Version of Truth (Sas Institute Inc.)

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顧客データ統合(CDI)
Customer Data Integration : Reaching a Single Version of Truth (Sas Institute Inc.)

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  • 製本 Hardcover:ハードカバー版/ページ数 294 p.
  • 言語 ENG
  • 商品コード 9780471916970
  • DDC分類 658.8120285

Full Description


"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 Dyche 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 Dyche'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                                           xi
Introduction xvii
Acknowledgment xxv
CHAPTER 1 Executives Flying Blind 1 (32)
Slouching toward Customer Focus 1 (3)
Management Mandates Customer Intimacy 4 (4)
Data Back in the Limelight 8 (9)
What We Don't Know Can Hurt Us 17 (11)
CDI and CRM: A Rapprochement 28 (2)
Manager Do's and Don'ts 30 (3)
CHAPTER 2 Master Data Management and Customer 33 (28)
Data Integration Defined
Delineating the Boundaries of CDI 34 (12)
A CDI Taxonomy 46 (9)
Components of CDI 55 (3)
Manager Do's and Don'ts 58 (3)
CHAPTER 3 Challenges of Data Integration 61 (70)
Data輸lways the Bridesmaid 62 (9)
Five Mainstay Challenges of Data Integration 71 (7)
Manager Do's and Don'ts 78 (53)
CHAPTER 4 "Our Data Sucks!": The (Not So 131
Little) Secret about Bad Data
Data Quality: The Movie 82 (1)
Bad Data's High Cost 83 (3)
Data Quality: Job Number Two 86 (3)
Data Quality and Master Data Management 89 (23)
Manager Do's and Don'ts 112 (3)
CHAPTER 5 Customer Data Integration Is 115 (30)
Different: A CDI Development Framework
Not Your Father's Development Methodology 116 (1)
Top-Down versus Bottom-Up 117 (13)
A CDI Implementation Framework 130 (10)
Change Management for CDI 140 (2)
Manager Do's and Don'ts 142 (3)
CHAPTER 6 Who Owns the Data Anyway?: Data 145 (38)
Governance, Data Management, and Data
Stewardship
Sturm und Drang of Data Ownership 146 (2)
The Truth about Managing Data as an Asset 148 (2)
A Case for Data Governance 150 (6)
Organizing around Data 156 (21)
Challenges of Adoption and Consensus 177 (2)
Coming Full Circle: Data Management and CDI 179 (1)
Manager Do's and Don'ts 180 (3)
CHAPTER 7 Making Customer Data Integration Work 183 (36)
Responsibilities of a CDI Architecture 183 (1)
Data Integration the Old-Fashioned Way 184 (3)
Data Integration via CDI 187 (2)
How It Works: Core Functionality of the CDI 189 (5)
Hub
Eight Core Functions of Hub Processing 194 (6)
Synchronizing the Hub and Source System 200 (1)
Integrating Multiple Systems with the CDI Hub 201 (5)
Source System Data: Persistent Storage versus 206 (5)
Registry Access
The CDI Hub in the IT Architecture 211 (6)
Manager Do's and Don'ts 217 (2)
CHAPTER 8 Making the Case for Customer Data 219 (34)
Integration
Benefits of CDI Investment 220 (13)
Building the Business Case 233 (9)
Keeping the Saboteurs at Bay 242 (5)
Internal Public Relations for CDI 247 (3)
Manager Do's and Don'ts 250 (3)
CHAPTER 9 Bootstrapping Your Customer Data 253 (18)
Integration Initiative
Getting CDI Right 254 (9)
Building the CDI Team 263 (4)
Fierce Conversations: Talking to CDI Vendors 267 (2)
Manager Do's and Don'ts 269 (2)
Glossary 271 (14)
Index 285