Data integration is a system that allows users to query across many different databases in a uniform way, of particular use in marketing and database management. Dealing with customer data integration, this book serves as a guide for managers and practitioners
Foreword.
Introduction.
Acknowledgment.
Chapter 1 Executives Flying Blind.
Slouching toward Customer Focus.
Management Mandates Customer Intimacy.
Data Back in the Limelight.
What We Dont Know Can Hurt Us.
CDI and CRM: A Rapprochement.
Manager Dos and Donts.
Chapter 2 Master Data Management and Customer Data Integration Defined.
Delineating the Boundaries of CDI.
A CDI Taxonomy.
Components of CDI.
Manager Dos and Donts.
Chapter 3 Challenges of Data Integration.
Data'Always the Bridesmaid.
Five Mainstay Challenges of Data Integration.
Manager Dos and Donts.
Chapter 4 'Our Data Sucks!': The (Not So Little) Secret about Bad Data.
Data Quality: The Movie.
Bad Datas High Cost.
Data Quality: Job Number Two.
Data Quality and Master Data Management.
Manager Dos and Donts.
Chapter 5 Customer Data Integration Is Different: A CDI Development Framework.
Not Your Fathers Development Methodology.
Top-Down versus Bottom-Up.
A CDI Implementation Framework.
Change Management for CDI.
Manager Dos and Donts.
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 Dos and Donts.
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 Dos and Donts.
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 Dos and Donts.
Chapter 9 Bootstrapping Your Customer Data Integration Initiative.
Getting CDI Right.
Building the CDI Team.
Fierce Conversations: Talking to CDI Vendors.
Manager Dos and Donts.
Glossary.
Index.
