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"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 Dyché 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 Dyché'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.
Contents
Foreword xi
Introduction xvii
Acknowledgment xxv
Chapter 1 Executives Flying Blind 1
Slouching toward Customer Focus 1
Management Mandates Customer Intimacy 4
Data Back in the Limelight 8
What We Don't Know Can Hurt Us 17
CDI and CRM: A Rapprochement 28
Manager Do's and Don'ts 30
Chapter 2 Master Data Management and Customer Data Integration Defined 33
Delineating the Boundaries of CDI 34
A CDI Taxonomy 46
Components of CDI 55
Manager Do's and Don'ts 58
Chapter 3 Challenges of Data Integration 61
Data—Always the Bridesmaid 62
Five Mainstay Challenges of Data Integration 71
Manager Do's and Don'ts 78
Chapter 4 "Our Data Sucks!": The (Not So Little) Secret about Bad Data 81
Data Quality: The Movie 82
Bad Data's High Cost 83
Data Quality: Job Number Two 86
Data Quality and Master Data Management 89
Manager Do's and Don'ts 112
Chapter 5 Customer Data Integration Is Different: A CDI Development Framework 115
Not Your Father's Development Methodology 116
Top-Down versus Bottom-Up 117
A CDI Implementation Framework 130
Change Management for CDI 140
Manager Do's and Don'ts 142
Chapter 6 Who Owns the Data Anyway?: Data Governance, Data Management, and Data Stewardship 145
Sturm und Drang of Data Ownership 146
The Truth about Managing Data as an Asset 148
A Case for Data Governance 150
Organizing around Data 156
Challenges of Adoption and Consensus 177
Coming Full Circle: Data Management and CDI 179
Manager Do's and Don'ts 180
Chapter 7 Making Customer Data Integration Work 183
Responsibilities of a CDI Architecture 183
Data Integration the Old-Fashioned Way 184
Data Integration via CDI 187
How It Works: Core Functionality of the CDI Hub 189
Eight Core Functions of Hub Processing 194
Synchronizing the Hub and Source System 200
Integrating Multiple Systems with the CDI Hub 201
Source System Data: Persistent Storage versus Registry Access 206
The CDI Hub in the IT Architecture 211
Manager Do's and Don'ts 217
Chapter 8 Making the Case for Customer Data Integration 219
Benefits of CDI Investment 220
Building the Business Case 233
Keeping the Saboteurs at Bay 242
Internal Public Relations for CDI 247
Manager Do's and Don'ts 250
Chapter 9 Bootstrapping Your Customer Data Integration Initiative 253
Getting CDI Right 254
Building the CDI Team 263
Fierce Conversations: Talking to CDI Vendors 267
Manager Do's and Don'ts 269
Glossary 271
Index 285
