All together now: integrating customer data with MasterVision
Abstract:A publisher's customer and user data typically comes in many forms and from many specialized repositories and systems. For sales and marketing staff in particular, there is considerable insight to be gained from analysing all of this data closely. However, achieving an integrated and complete 'single customer view' via a data warehouse solution can be a costly, time-consuming and challenging undertaking. In this case study report, DataSalon's MasterVision is described as an alternative approach to solving this problem for publishers. Key to the solution is a dynamic data modelling philosophy, with both the underlying database and product interface configured for each publisher around the specific customer data supplied. A number of real-life 'use cases' are explained and the value of Ringgold's Identify database of organizations, in addressing a number of integration challenges but also in adding to the intelligence that can be gleaned from source data, is discussed.
Document Type: Research Article
Publication date: April 1, 2010
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