Customer data integration
Acxiom (July 2007)
Paper’s reference in the IEEE style?
Acxiom, “Data Quality and Customer Data Integration (CDI),” in MIT 2007 Information Quality Industry Symposium, Cambridge, Massachusetts, USA, 2007, pp. 497–517.
How did you find the paper?
If applicable, write a list of the search terms you used.
- Customer data integration
Was the paper peer reviewed? Explain how you found out.
This appears to be a presentation by Acxiom to the symposium
Does the author(s) work in a university or a government-funded research institute? If so, which university or research institute? If not, where do they work?
What does this tell you about their expertise? Are they an expert in the topic area?
What was the paper about?
Customer and information management leader
- data quality
- customer data integration (CDI)
- customer data
- managed databases
- consulting and analytics
- privacy leadership
- IT outsourcing
- Multi-channel marketing
- risk mitigation
What is CDI?
- customer = consumer, business
- customer data = name, address, relationship, risk level, privacy preferences, purchase history, demographics, socio-economics, lifestyles
- making customer data as effective as possible
- current, accurate and comprehensive
- complete view of customer relationships
- accessible in real time
- sale of the right product or service
- cross selling
- up selling
- maintenance of customer relationships across all lines of business
- compliance with privacy regulations and protection from fraud.
Reasons for CDI
- dozens of customer databases spread across the company
- implementing a CRM to track customers
- not following compliance requirements
- capitalising on customer, product and service data with MDM
- risk mitigation
- growing need for analytics
Steps to CDI
- ASSESS AND PLAN: assess the current effectiveness of the data, and build a plan form optimising it
- CLEAN: standardise, enhance, correct and report on contact data quality
- RECOGNISE: develop a holistic view of customers across all lines-of-business and maintain this centralised view as the contact information changes
- ENRICH: enrich the data by adding other contact, demographic, socio-economic or lifestyle enhancements
- PROTECT: apply the appropriate privacy and compliance rules.
- CHOOSE DELIVERY: with the results from teh appropriate components, go to market or inject the results into a business intelligence process through:
- interactive: online, real-time, two-way pipeline for immediate customer recognition, up-sells and cross-sells
- batch: in an file format - delivered daily, weekly, monthly or quarterly - for integration into business intelligence processes or on-site CDI
Contact data challenges:
- standardisation (e.g. WA v Western Australia etc)
- change of address (e.g. same customer, new address)
- Misunderstood address (e.g. street number v lot number)
- missing information (e.g. unit number)
- incorrect street number (e.g transposed digits, 101 -> 110)
Customer linking is key to enterprise decisions
If applicable, is this paper similar to other papers you have read for this assignment? If so, which papers and why?
If applicable, is this paper different to other papers you have read for this assignment? If so, which papers and why?
What do these similarities and differences suggest? What are your observations? Do you have any new ideas? Do you have any conclusions?
This question is to be answered after your critical analysis is completed. Which sections (if any) of your critical analysis was this paper cited in?