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All together now: integrating customer data with MasterVision

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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

More about this publication?
  • Editor in Chief: Pippa Smart
    North American Editor: Judy Luther

    Learned Publishing is the journal of the Association of Learned and Professional Society Publishers, published in collaboration with the Society for Scholarly Publishing. The journal is published quarterly in January/April/July/October.

    Learned Publishing articles are available free online to members of ALPSP and SSP.
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    Learned Publishing will be moving to Wiley-Blackwell as of January 1, 2016. Please contact the publisher at for information on how to continue access to this title.

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