By
Jill Dyche and Evan Levy, Baseline Partners and Co-Founders.
Published by John Wiley and Sons, 2006
 From
the experts who pioneered customer data management with
data warehousing and innovations in CRM, a frank and uncensored
look at Customer Data Integration (CDI) and how you can
reach a single version of the truth.
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 technical perspectives, Customer
Data Integration shows companies how to deliver an accurate,
holistic, and long-term understanding of their customers
through CDI and Master Data Management (MDM).
Best Practices and Techniques
- Why companies with integrated customer
data might still need CDI
- The key components of a best-practice
CDI environment
- The trend of co-existence: Where CDI
fits
- How to standardize and manage reference
data across multiple applications
- How MDM relates to data warehousing
- How CDI can serve as a onramp to MDM
- How MDM and CDI fit into an overall
governance framework
Real World Case Studies
- AARP
- Amgen
- Aspect Software
- Bell Mobility
- CheckFree
- ING Insurance Americas
- Intellidyn
- Intrawest
- Intuit
- Pitt Ohio Express
- Royal Bank of Canada
- Sun Microsystems
- XO Communications
Table of Contents
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
DataAlways 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
Field Force Automation
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
The Case for Integrated Data
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
Defining CRM Success
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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