Customer Data Integration

"e;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 Dych is to be complimented for her thoroughness in interviewing executives and presenting CDI."e; -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University "e;In this world of killer competition, hanging on to existing customers is critical to survival. Jill Dych 's new book makes that job a lot easier than it has been."e; -Jack Trout, author, Differentiate or Die "e;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."e; -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.

"Customers are the heart of any business. But we can't succeed ifwe develop only one talk addressed to the 'average customer.'Instead we must know each customer and build our individualengagements with that knowledge. If Customer RelationshipManagement (CRM) is going to work, it calls for skills in CustomerData Integration (CDI). This is the best book that I have seen onthe subject. Jill Dyché is to be complimented for herthoroughness in interviewing executives and presenting CDI."Philip Kotler, S. C. JohnsonDistinguished Professor of International Marketing Kellogg Schoolof Management, Northwestern University"In this world of killer competition, hanging on to existingcustomers is critical to survival. Jill Dyché's new book makesthat job a lot easier than it has been."Jack Trout, author, Differentiate or Die"Jill and Evan have not only written the definitive work onCustomer Data Integration, they've made the business case for it.This book offers sound advice to business people in search ofinnovative ways to bring data together about customers-their mostimportant asset-while at the same time giving IT some practicaltips for implementing CDI and MDM the right way."Wayne Eckerson, The Data Warehousing Institute author ofPerformance Dashboards: Measuring, Monitoring, and Managing YourBusinessWhatever business you're in, you're ultimately in the customerbusiness. No matter what your product, customers pay the bills. Butthe strategic importance of customer relationships hasn't broughtcompanies much closer to a single, authoritative view of theircustomers. Written from both business and technicalperspectivesCustomer Data Integration shows companies how to deliver anaccurate, holistic, and long-term understanding of their customersthrough CDI.

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