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Customer Data Integration: Reaching a Single Version of the Truth

Jill Dyche, Evan Levy, Don Peppers (Foreword by), Martha Rogers (Foreword by)
ISBN: 978-0-471-91697-0
320 pages
August 2006
Customer Data Integration: Reaching a Single Version of the Truth (0471916978) cover image
"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.
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Foreword.

Introduction.

Acknowledgment.

Chapter 1. Executives Flying Blind.

Slouching toward Customer Focus.

Management Mandates Customer Intimacy.

Data Back in the Limelight.

What We Don’t Know Can Hurt Us.

CDI and CRM: A Rapprochement.

Manager Do’s and Don’ts.

Chapter 2. Master Data Management and Customer Data Integration Defined.

Delineating the Boundaries of CDI.

A CDI Taxonomy.

Components of CDI.

Manager Do’s and Don’ts.

Chapter 3. Challenges of Data Integration.

Data—Always the Bridesmaid.

Five Mainstay Challenges of Data Integration.

Manager Do’s and Don’ts.

Chapter 4. “Our Data Sucks!”: The (Not So Little) Secret about Bad Data.

Data Quality: The Movie.

Bad Data’s High Cost.

Data Quality: Job Number Two.

Data Quality and Master Data Management.

Manager Do’s and Don’ts.

Chapter 5. Customer Data Integration Is Different: A CDI Development Framework.

Not Your Father’s Development Methodology.

Top-Down versus Bottom-Up.

A CDI Implementation Framework.

Change Management for CDI.

Manager Do’s and Don’ts.

Chapter 6. Who Owns the Data Anyway?: Data Governance, Data Management, and Data Stewardship.

Sturm und Drang of Data Ownership.

The Truth about Managing Data as an Asset.

A Case for Data Governance.

Organizing around Data.

Challenges of Adoption and Consensus.

Coming Full Circle: Data Management and CDI.

Manager Do’s and Don’ts.

Chapter 7. Making Customer Data Integration Work.

Responsibilities of a CDI Architecture.

Data Integration the Old-Fashioned Way.

Data Integration via CDI.

How It Works: Core Functionality of the CDI Hub.

Eight Core Functions of Hub Processing.

Synchronizing the Hub and Source System.

Integrating Multiple Systems with the CDI Hub.

Source System Data: Persistent Storage versus Registry Access.

The CDI Hub in the IT Architecture.

Manager Do’s and Don’ts.

Chapter 8. Making the Case for Customer Data Integration.

Benefits of CDI Investment.

Building the Business Case.

Keeping the Saboteurs at Bay.

Internal Public Relations for CDI.

Manager Do’s and Don’ts.

Chapter 9. Bootstrapping Your Customer Data Integration Initiative.

Getting CDI Right.

Building the CDI Team.

Fierce Conversations: Talking to CDI Vendors.

Manager Do’s and Don’ts.

Glossary.

Index.

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Jill Dyché is a partner and cofounder of Baseline Consulting, a professional services firm that helps companies solve problems with data. She is an internationally recognized author, speaker, and business consultant, and a frequent lecturer and writer on the business value of technology. Jill is responsible for delivering key industry and client advisory services. Her two previous books were e-Data and The CRM Handbook, the authoritative guide to customer relationship management.

Evan Levy is a partner and cofounder of Baseline Consulting. In addition to his executive management responsibilities, Evan is actively involved in managing Baseline project teams and guiding client solutions delivery, as well as advising vendors and VC firms on emerging IT trends. He is a faculty member of The Data Warehousing Institute and a contributor to DM Review's "Ask the Experts" feature.

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