Dyché / Levy Customer Data Integration

Reaching a Single Version of the Truth
1. Auflage 2006
ISBN: 978-0-470-05628-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 320 Seiten, E-Book

Reihe: SAS Institute

"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. Johnson
Distinguished 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 YourBusiness
Whatever 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 technicalperspectives,Customer Data Integration shows companies how to deliver anaccurate, holistic, and long-term understanding of their customersthrough CDI.

Autoren/Hrsg.

Dyché, Jill

Levy, Evan

Weitere Mitwirkende

Peppers, Don

Rogers, Martha

Inhaltsverzeichnis

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 DataIntegration Defined.
Delineating the Boundaries of CDI.
A CDI Taxonomy.
Components of CDI.
Manager Do's and Don'ts.
Chapter 3. Challenges of Data Integration.
Data--Always the Bridesmaid.
Five Mainstay Challenges of Data Integration.
Manager Do's and Don'ts.
Chapter 4. "Our Data Sucks!": The (Not SoLittle) Secret about Bad Data.
Data Quality: The Movie.
Bad Data's High Cost.
Data Quality: Job Number Two.
Data Quality and Master Data Management.
Manager Do's and Don'ts.
Chapter 5. Customer Data Integration Is Different: A CDIDevelopment 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.
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.
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 RegistryAccess.
The CDI Hub in the IT Architecture.
Manager Do's and Don'ts.
Chapter 8. Making the Case for Customer DataIntegration.
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 IntegrationInitiative.
Getting CDI Right.
Building the CDI Team.
Fierce Conversations: Talking to CDI Vendors.
Manager Do's and Don'ts.
Glossary.
Index.

Über Autor(innen)

Jill Dyché is a partner and cofounder of BaselineConsulting, a professional services firm that helps companies solveproblems with data. She is an internationally recognized author,speaker, and business consultant, and a frequent lecturer andwriter on the business value of technology. Jill is responsible fordelivering key industry and client advisory services. Her twoprevious books were e-Data and The CRM Handbook, the authoritativeguide to customer relationship management.
Evan Levy is a partner and cofounder of BaselineConsulting. In addition to his executive managementresponsibilities, Evan is actively involved in managing Baselineproject teams and guiding client solutions delivery, as well asadvising vendors and VC firms on emerging IT trends. He is afaculty member of The Data Warehousing Institute and a contributorto DM Review's "Ask the Experts" feature.