Details

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

<b>Jill Dyché</b> is a partner and cofounder of Baseline Consulting, a professional services firm that helps companies solve problems with data. She is an internationally recognized author, speaker, and business consultant, and a frequent lecturer and writer on the business value of technology. Jill is responsible for delivering key industry and client advisory services. Her two previous books were e-Data and The CRM Handbook, the authoritative guide to customer relationship management. <p><b>Evan Levy</b> is a partner and cofounder of Baseline Consulting. In addition to his executive management responsibilities, Evan is actively involved in managing Baseline project teams and guiding client solutions delivery, as well as advising vendors and VC firms on emerging IT trends. He is a faculty member of The Data Warehousing Institute and a contributor to DM Review's "Ask the Experts" feature.</p>

Praise for Customer Data Integration<br /> <br /> <p>"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 Dyché is to be complimented for her thoroughness in interviewing executives and presenting CDI."<br /> —Philip Kotler, S. C. Johnson</p> <p>Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University</p> <p>"In this world of killer competition, hanging on to existing customers is critical to survival. Jill Dyché's new book makes that job a lot easier than it has been."<br /> —Jack Trout, author, Differentiate or Die</p> <p>"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."</p> <p><br /> —Wayne Eckerson, The Data Warehousing Institute author of Performance Dashboards: Measuring, Monitoring, and Managing Your Business</p> <p>Whatever business you're in, you're ultimately in the customer business. Nomatter 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 anaccurate, holistic, and long-term understanding of their customers through CDI.</p>

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