Customer Data Integration Reaching a Single

This book is an introductory guide to the concept of customer data integration for people who have skimmed the edges of integrated customer data, but have not yet tackled the issue head-on. It is heavy on story telling, anecdote, case studies, and quotes from industry heavyweights who have seen the need for-and the payback from-integrated customer information. It is also heavily focused on best-practices that readers can apply in their own organizations. It's a combination "What-Is" and "How-To" with actual examples serving as a foundation and checklists and tools to help readers build on it.

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.

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 Data Integration Defined

33

(28)

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—Always 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 Little) Secret about Bad Data

131

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 Different: A CDI Development Framework

115

(30)

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 Governance, Data Management, and Data Stewardship

145

(38)

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 Hub

189

(5)

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 Registry Access

206

(5)

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 Integration

219

(34)

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 Integration Initiative

253

(18)

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

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Customer Data Integration Reaching a Single Version of the Truth

Summary

Author Biography

Table of Contents

Supplemental Materials