by Andrew White | August 20, 2009 | Comments Off on Moving beyond MDM of Customer Data – what then?
Many users recognize that information in their business is an under leveraged asset. MDM, as we know, has provided a laser light focus on how users create and manage what had previously been mismanaged. MDM only focuses on master data (you wouldn’t use a hammer to screw in a nail), but for many firms, and specific business domains, mastering master data is not enough. In the area of customer facing processes there is a need to master customer data, as well as other master data (product/service) but also non master data!
Gareth Herschel, a colleague of mine, who’s center of gravity is CRM and analytics, just published an interest note (The Customer Data Every Organization Should Have) that talks of a 360 degree view of customer/consumer. This 360 degree idea is very timely given the focus on customer centric web strategies. But achieving a 360 degree view of customers will require an understanding of MDM (among other things) and an information management strategy that recognizes all the different types, uses, and formats of the data needed. This is where Gareth’s note is very helpful.
The plethora of readily available information about companies and individuals, which means that customer views and profiles are often based on whatever information is available at the moment, rather than on what is needed. Gartner’s 360 degree view of the customer enables decision makers and analysts to achieve a rich understanding of customer data for a variety of CRM activities.
This note is not so much “beyond MDM” but it is really, “how to leverage MDM of customer data by extending and enriching the discipline”. If you have an MDM strategy, you should ought to have a more general information management strategy. And to drive that, you need to know what the business needs.
Submit a customer case study to win the Gartner MDM Excellence Award 2009! Go here: http://www.gartner.com/it/page.jsp?id=851612&tab=special¶ms=pg,zzz.html
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