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Originally published 6 May 2010
When reviewing the popular literature on customer data integration and master data management, a frequently recurring business driver is the ability to establish a “360-degree view of the customer.” This concept has turned into the holy grail of comprehensive customer intelligence. This paper provides questions that should be considered and reviewed during any project designed to deliver a 360-degree view. By using these questions for preliminary guidance, one may clearly articulate where the business can derive value, determine performance metrics and thresholds, and improve the chances of success. The paper then explores how information sharing and identity resolution combine to show the connection between MDM and enterprise customer centricity.
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