{"id":49378,"date":"2008-10-13T04:44:49","date_gmt":"2008-10-13T01:44:49","guid":{"rendered":"https:\/\/www.altoros.com\/blog\/?p=49378"},"modified":"2021-08-30T20:11:40","modified_gmt":"2021-08-30T17:11:40","slug":"customer-data-integration-not-that-scary","status":"publish","type":"post","link":"https:\/\/www.altoros.com\/blog\/customer-data-integration-not-that-scary\/","title":{"rendered":"Customer Data Integration\u2014Not THAT Scary!"},"content":{"rendered":"<p><center><small>(Featured image credit: <a href=\"https:\/\/tdwi.org\/articles\/2008\/11\/29-what-works\/customer-data-integration-the-state-of-cdi.aspx\" rel=\"noopener noreferrer\" target=\"_blank\">TDWI<\/a>)<\/small><\/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-not-that-scary\/#A_critical_problem\" >A critical problem<\/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-not-that-scary\/#Why_CDI_projects_fail\" >Why CDI projects fail<\/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-not-that-scary\/#Avoiding_CDI_implementation_challenges\" >Avoiding CDI implementation challenges<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.altoros.com\/blog\/customer-data-integration-not-that-scary\/#Further_reading\" >Further reading<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"A_critical_problem\"><\/span>A critical problem<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Administering data within an organization is not an isolated process. Data is not usually confined to a single application or an individual within a department; it flows across systems, often multiple times. So, it\u2019s utterly important that data is being treated as a corporate asset. It is especially true when speaking of <a href=\"https:\/\/en.wikipedia.org\/wiki\/Customer_data\" rel=\"noopener noreferrer\" target=\"_blank\">customer data<\/a>.<\/p>\n<p>With the speed on-demand solutions appear and gain popularity, competing with the old-school desktop systems, you\u2019d naturally think customer data integration (CDI) solutions have long become a usual thing. That\u2019s why it\u2019s a bit shocking to see the recent Forrester Research <a href=\"https:\/\/www.forrester.com\/report\/Obstacles-To-Customer-Experience-Success-2008\/RES44803?objectid=RES44803\" rel=\"noopener noreferrer\" target=\"_blank\">report<\/a>\u2014only 2% of companies surveyed manage to achieve an integrated view of customer data, while 92% claim this approach to be either \u201ccritical\u201d or \u201cvery important.\u201d<\/p>\n<p>It turns out that building bridges between the web and desktop is still a problem, despite the fact that the CDI market is ever growing.<\/p>\n<p><center><a href=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/10\/CDI-market-growth2.png\"><img decoding=\"async\" src=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/10\/CDI-market-growth2.png\" width=\"640\" class=\"aligncenter size-full wp-image-63286\" \/><\/a><small>Source: <a href=\"http:\/\/www.tcdii.com\/\" rel=\"noopener noreferrer\" target=\"_blank\">The CDI Institute<\/a>&#8216;s 1Q2005 MarketPulse&#x2122; survey<\/small><\/center><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Why_CDI_projects_fail\"><\/span>Why CDI projects fail<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to <a href=\"http:\/\/web.archive.org\/web\/20150617155030\/https:\/\/searchsap.techtarget.com\/news\/1171350\/Seven-reasons-customer-data-integration-projects-fail\" rel=\"noopener noreferrer\" target=\"_blank\">this great article<\/a> by TechTarget&#8217;s <a href=\"https:\/\/www.linkedin.com\/in\/hsmalltree\/\" rel=\"noopener noreferrer\" target=\"_blank\">Hannah Smalltree<\/a>, there are a number of common pitfalls that may turn a CDI initiative into a failure:<\/p>\n<div id=\"attachment_63263\" style=\"width: 160px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/10\/hannah-smalltree-400x400-1.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-63263\" src=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/10\/hannah-smalltree-400x400-1-150x150.jpg\" width=\"150\" height=\"150\" class=\"size-thumbnail wp-image-63263\" \/><\/a><p id=\"caption-attachment-63263\" class=\"wp-caption-text\"><small>Hannah Smalltree<\/small><\/p><\/div>\n<ul>\n<li style=\"margin-bottom:6px;\"><strong>Data model misfortunes<\/strong>. Vendors usually promote those data models were designed to support their applications. They can\u2019t offer flexibility around the data model. However, a predetermined data model, designed by an application vendor, can be a big reason for CDI failure. Companies should look carefully at various data model approaches and options and choose those answering their needs.<\/li>\n<li style=\"margin-bottom:6px;\"><strong>Overarching architecture and technology issues<\/strong>. While opinions again vary on the right technical and architectural approach, it\u2019s clear that there is no \u201cone-size-fits-all\u201d approach to CDI. A company\u2019s existing systems, potential longer-term changes and specific business requirements all play a part in determining the correct technological approach for a given project. Issues of CDI system architecture, performance and scalability are all very important to consider up front, and flexibility is critical.<\/li>\n<li style=\"margin-bottom:6px;\"><strong>No plan (or budget) for long-term maintenance and extensibility<\/strong>. CDI is not a one-shot deal. It\u2019s an ongoing project. Early adopters of CDI, many of whom built their own <a href=\"https:\/\/www.altoros.com\/blog\/data-integration-etl-vs-hand-coding\/\">in-house systems<\/a>, are now looking toward commercial products. They have found out about the long-term costs and requirements of maintaining custom systems.<\/li>\n<li style=\"margin-bottom:6px;\"><strong>Lack of user adoption<\/strong>. Education and training are extremely important parts of CDI implementation and must be a primary part of a CDI plan, not an afterthought. Many companies using CDI successfully recommended developing a corporate-wide marketing plan for a CDI project and associated data governance and data stewardship initiatives.<\/li>\n<li style=\"margin-bottom:6px;\"><strong>Not addressing data quality, governance, and stewardship issues<\/strong>. CDI projects without an associated enterprise-wide focus on <a href=\"https:\/\/www.altoros.com\/blog\/the-role-of-data-stewards-in-data-integration\/\">data stewardship<\/a> and data governance will fail, many attendees said, because the source of the data problems might not be addressed. Worse yet, if users discover data problems in the context of a CDI implementation and start to distrust the data in the system, the whole CDI project can fail due to skepticism leading to lack of user adoption.<\/li>\n<li><strong>Politics, pure and simple<\/strong>. Underlying many CDI-challenge discussions was the issue of corporate politics. By definition, CDI projects can touch almost every department in an organization. Whether it\u2019s the lack of enterprise-wide support, unrealistic timelines, inadequate budgets or data ownership issues, CDI project leaders must be social champions, as well as architectural experts. Data management can be a touchy issue, according to many attendees. Various divisions may feel that they own the data in their own systems and may be reticent to allow another system to access\u2014much less change\u2014what they consider to be their critical information.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Avoiding_CDI_implementation_challenges\"><\/span>Avoiding CDI implementation challenges<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In these endeavor, <a href=\"https:\/\/www.linkedin.com\/in\/jilldyche\" rel=\"noopener noreferrer\" target=\"_blank\">Jill Dych\u00e9<\/a>\u2019s seven <a href=\"https:\/\/web.archive.org\/web\/20081002222441\/http:\/\/searchdatamanagement.techtarget.com\/expert\/KnowledgebaseAnswer\/0,289625,sid91_gci1329173,00.html\" target=\"_blank\" rel=\"noopener noreferrer\">tips<\/a> to get companies ready for successful customer data integration implementation might be useful.<\/p>\n<div id=\"attachment_62322\" style=\"width: 160px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/07\/Dyche-Jill.png\"><img decoding=\"async\" aria-describedby=\"caption-attachment-62322\" src=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/07\/Dyche-Jill-150x150.png\" alt=\"Jill Dych\u00e9\" width=\"150\" class=\"size-thumbnail wp-image-62322\" \/><\/a><p id=\"caption-attachment-62322\" class=\"wp-caption-text\"><small>Jill Dych\u00e9<\/small><\/p><\/div>\n<ul>\n<li style=\"padding-bottom:6px;\">There are always people in a company who refuse to understand the purpose of CDI implementation if there is already \u201ca kind of thing that\u2019s doing almost the same.\u201d Anticipate such arguments, prepare to explain the key moments and educate your opponents offering them deliberate examples. Position your CDI effort as an ongoing program that can enable different business needs.<\/li>\n<li style=\"padding-bottom:6px;\">Premature involvement of vendors may lead to waste of time and money for you won\u2019t be able to give the vendors what they need to deliver the tools. Data management requires intent focus on functional requirements. So, until you have your thoroughly elaborated list of requirements, keep vendors aside.<\/li>\n<li style=\"padding-bottom:6px;\">Many IT environments are accustomed to buying off-the-shelf applications and they simply don\u2019t have enough development skills to configure and maintain an <a href=\"https:\/\/www.altoros.com\/blog\/data-management-longs-for-data-quality-solid-grounds\/\">MDM<\/a> solution. Underestimating the need of required development skills will bring no good. For if your business is complex, data management solutions will be also complex<\/li>\n<li>Sometimes, you just don\u2019t understand where to start. Do not disregard asking professionals from a good consulting company which may explain all pros and cons, help to define <a href=\"https:\/\/www.altoros.com\/blog\/building-etl-that-fits-your-business-requirements\/\">the right product<\/a> from the wide range vendors offer, it also may recommend tactics for moving forward.<\/li>\n<\/ul>\n<p>Read the rest of the tips in Jill&#8217;s <a href=\"https:\/\/web.archive.org\/web\/20081002222441\/http:\/\/searchdatamanagement.techtarget.com\/expert\/KnowledgebaseAnswer\/0,289625,sid91_gci1329173,00.html\" target=\"_blank\" rel=\"noopener noreferrer\">Q&#038;A piece<\/a> or check out other articles on data integration <a href=\"https:\/\/www.altoros.com\/blog\/tag\/data-integration\/\">here<\/a>.<\/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\/5-steps-to-integrate-sugarcrm-with-third-party-systems-and-avoid-mistakes\/\">5 Steps to Integrate SugarCRM with Third-Party Systems and Avoid Mistakes<\/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<li><a href=\"https:\/\/www.altoros.com\/blog\/saas-grows-saas-crm-flourishes-crm-integration-becomes-easy\/\">Implementing a SaaS-Based CRM: Best Practices and Forecasts<\/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> and <a href=\"https:\/\/www.altoros.com\/blog\/author\/alena-semeshko\/\">Alena Semeshko<\/a>; edited by <a href=\"https:\/\/www.altoros.com\/blog\/author\/alex\/\">Alex Khizhniak<\/a>.<\/small><\/center><\/p>\n","protected":false},"excerpt":{"rendered":"<p>(Featured image credit: TDWI)<\/p>\n<p>&nbsp;<\/p>\n<p>A critical problem<\/p>\n<p>Administering data within an organization is not an isolated process. Data is not usually confined to a single application or an individual within a department; it flows across systems, often multiple times. So, it\u2019s utterly important that data is being treated as a corporate asset. [&#8230;]<\/p>\n","protected":false},"author":81,"featured_media":63201,"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-49378","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\u2014Not THAT Scary! | Altoros<\/title>\n<meta name=\"description\" content=\"Mismanaged data is a source of constant headache for an organization, but you can handle it efficiently.\" \/>\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-not-that-scary\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Data Integration\u2014Not THAT Scary! | Altoros\" \/>\n<meta property=\"og:description\" content=\"(Featured image credit: TDWI) &nbsp; A critical problem Administering data within an organization is not an isolated process. Data is not usually confined to a single application or an individual within a department; it flows across systems, often multiple times. So, it\u2019s utterly important that data is being treated as a corporate asset. 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Data is not usually confined to a single application or an individual within a department; it flows across systems, often multiple times. So, it\u2019s utterly important that data is being treated as a corporate asset. 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