Scott Hambuchen

By Scott Hambuchen No doubt you're aware that customer information is potentially your company's most valuable asset. And most likely your business already has some inherent customer data integration (CDI) capabilities, such as basic merge-purge and record grouping. But how accurate and complete is your customer data? Is it being duplicated through different business channels? Where precisely is the information warehoused? Is it contained in one location—or in several places throughout the enterprise? If you're not certain of the answers to these questions, you could be minimizing the effectiveness of that vitally important asset. To help you begin moving toward enterprise-wide, up-to-date customer data

At the DMD New York Conference & Expo last month, chances were you could close your eyes in the hall outside of the session rooms, spin around a few times and the presentation you had stumbled into would be about integration of some sort: channel, data, operations, etc. Integration has officially replaced CRM as the new buzz word in the direct marketing world. That's a relief, because it suggests a return to more reasonable business objectives. At the least, integration is less of a slippery concept than CRM, which after several years and significant investment money, companies are still hard-pressed to define. Data

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