{"id":48766,"date":"2010-01-15T08:35:58","date_gmt":"2010-01-15T05:35:58","guid":{"rendered":"https:\/\/www.altoros.com\/blog\/?p=48766"},"modified":"2021-10-01T06:55:49","modified_gmt":"2021-10-01T03:55:49","slug":"customer-data-integration-among-the-top-priorities-for-companies","status":"publish","type":"post","link":"https:\/\/www.altoros.com\/blog\/customer-data-integration-among-the-top-priorities-for-companies\/","title":{"rendered":"Customer Data Integration Is Among the Top Priorities and Concerns"},"content":{"rendered":"<p><center><\/p>\n<p><small>Featured image credit: <a href=\"https:\/\/tdwi.org\/research\/2008\/10\/bpr-4q-customer-data-integration.aspx\" rel=\"noopener noreferrer\" target=\"_blank\">TDWI, 2008<\/a><\/small><\/p>\n<p><\/center><\/p>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.altoros.com\/blog\/customer-data-integration-among-the-top-priorities-for-companies\/#Forrester_%E2%80%9CA_fragmented_view_of_the_customer%E2%80%9D\" >Forrester: &#8220;A fragmented view of the customer&#8221;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.altoros.com\/blog\/customer-data-integration-among-the-top-priorities-for-companies\/#Aberdeen_A_lack_of_trusted_customer_data\" >Aberdeen: A lack of trusted customer data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.altoros.com\/blog\/customer-data-integration-among-the-top-priorities-for-companies\/#Further_reading\" >Further reading<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Forrester_%E2%80%9CA_fragmented_view_of_the_customer%E2%80%9D\"><\/span>Forrester: &#8220;A fragmented view of the customer&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/www.altoros.com\/blog\/customer-data-integration-not-that-scary\/\">Customer data integration<\/a> (CDI) has always been one of the main concerns for different organizations. Making and keeping customer data clean and convenient to work with, and getting more value from CRM systems has always been among the top data integration challenges.<\/p>\n<p>As it was mentioned in <a href=\"https:\/\/go.forrester.com\/blogs\/09-12-14-the_top_eight_customer_management_trends_for_2010\/\" rel=\"noopener noreferrer\" target=\"_blank\">one of research studies<\/a> by Forrester, in 2009, many organizations have changed their view on customer data integration and management (and, generally, on <a href=\"https:\/\/www.altoros.com\/blog\/data-management-longs-for-data-quality-solid-grounds\/\">MDM<\/a>), and started looking at it as a multiyear investment, including several phases. However, the right approach to customer data management keeps being &#8220;elusive,&#8221; Forrester reports.<\/p>\n<div id=\"attachment_62183\" style=\"width: 140px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/12\/forrester-william-band.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-62183\" src=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/12\/forrester-william-band-150x150.jpg\" width=\"130\" height=\"130\" class=\"size-thumbnail wp-image-62183\" \/><\/a><p id=\"caption-attachment-62183\" class=\"wp-caption-text\"><small>William Band<\/small><\/p><\/div>\n<p>The problem is that many CRM applications often give quite a fragmented view on enterprise\u2019s customer data due to poor integration, according to <a href=\"https:\/\/www.linkedin.com\/in\/william-band-6111b3\/\" rel=\"noopener noreferrer\" target=\"_blank\">William Band<\/a>, VP and Principal Analyst at Forrester. One more issue is that the quality of customer data is often poor, as well, so this is also one of the reasons integration projects fail.<\/p>\n<p>So, as Forrester predicts, the question of customer data integration is not solved yet, and there is a lot to be done in 2010.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Aberdeen_A_lack_of_trusted_customer_data\"><\/span>Aberdeen: A lack of trusted customer data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Another research provides similar insights. According to one of the <a href=\"https:\/\/www.globenewswire.com\/en\/news-release\/2010\/01\/07\/994031\/0\/en\/Trusted-Customer-Data-Leads-to-Two-Times-Higher-Revenue.html\" rel=\"noopener noreferrer\" target=\"_blank\">latest studies<\/a> by Aberdeen Group, issues with customer data may greatly affect organizations\u2019 sales and marketing efforts. Besides, a lack of trusted customer data and inability to target customers through customer data proved to be the top two of those issues, respondents say.<\/p>\n<p>This reveals the fact that there\u2019s still not enough customer data integration and <a href=\"https:\/\/www.altoros.com\/blog\/neglecting-the-quality-of-data-leads-to-failed-crm-projects\/\">data quality<\/a> at many organizations. (In 2006, the major challenges included &#8220;<i>Extracting and normalizing customer data captured from multiple sources<\/i>&#8221; and &#8220;<i>Verification of data accuracy or completeness<\/i>.&#8221;)<\/p>\n<p><center><a href=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/01\/customer-data-management-challenges-aberdeen-group-2006.png\"><img decoding=\"async\" src=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/01\/customer-data-management-challenges-aberdeen-group-2006-1024x597.png\" width=\"640\" class=\"aligncenter size-large wp-image-59863\" \/><\/a><small>Source: &#8220;Customer Data Management: Gaining a 360\u00b0 View of the Customer&#8221; (Aberdeen)<\/small><\/center><\/p>\n<p>This seems strange to me\u2014experts have been talking a lot about the importance of customer data integration across the enterprise to give all the responsible parties a better view on who their customers are, as well as what they need and buy.<\/p>\n<p>Even in a rather small company there could be several sources containing customer data, and not obviously these sources contain similar records, so customer data integration is the means to piece together the data puzzle. Probably, <a href=\"https:\/\/www.altoros.com\/blog\/integrating-new-systems-acquired-with-the-merger-in-a-data-warehouse\/\" rel=\"noopener noreferrer\" target=\"_blank\">mergers and acquisition<\/a>\u2014the number of which was significant in 2009\u2014prevented numerous organizations from fulfilling their customer data integration initiatives.<\/p>\n<p>Well, the fact is that 68% of Aberdeen\u2019s survey respondents named customer data initiatives among their top priorities for 2010.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Further_reading\"><\/span>Further reading<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><a href=\"https:\/\/www.altoros.com\/blog\/customer-data-integration-tips-and-tricks\/\">Key Strategies for Successful Customer Data Integration<\/a><\/li>\n<li><a href=\"https:\/\/www.altoros.com\/blog\/customer-data-integration-not-that-scary\/\">Customer Data Integration\u2014Not THAT Scary!<\/a><\/li>\n<li><a href=\"https:\/\/www.altoros.com\/blog\/neglecting-the-quality-of-data-leads-to-failed-crm-projects\/\">Neglecting the Quality of Data Leads to Failed CRM Projects<\/a><\/li>\n<\/ul>\n<hr\/>\n<p><center><small>The post is written by <a href=\"https:\/\/www.altoros.com\/blog\/author\/olga\/\">Olga Belokurskaya<\/a>; edited by <a href=\"https:\/\/www.altoros.com\/blog\/author\/alex\/\">Alex Khizhniak<\/a>.<\/small><\/center><\/p>\n","protected":false},"excerpt":{"rendered":"<\/p>\n<p>Featured image credit: TDWI, 2008<\/p>\n<\/p>\n<p>&nbsp;<\/p>\n<p>Forrester: &#8220;A fragmented view of the customer&#8221;<\/p>\n<p>Customer data integration (CDI) has always been one of the main concerns for different organizations. Making and keeping customer data clean and convenient to work with, and getting more value from CRM systems has always been among the top data [&#8230;]<\/p>\n","protected":false},"author":81,"featured_media":63532,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[7],"tags":[960,895],"class_list":["post-48766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-and-opinion","tag-data-integration","tag-research-and-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Data Integration Is Among the Top Priorities and Concerns | Altoros<\/title>\n<meta name=\"description\" content=\"Recent reports from Forrester Research and Aberdeen Group reveal that there&#039;s still a lot to do about customer data quality.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.altoros.com\/blog\/customer-data-integration-among-the-top-priorities-for-companies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Data Integration Is Among the Top Priorities and Concerns | Altoros\" \/>\n<meta property=\"og:description\" content=\"Featured image credit: TDWI, 2008 &nbsp; Forrester: &#8220;A fragmented view of the customer&#8221; Customer data integration (CDI) has always been one of the main concerns for different organizations. 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