informa
/
1 MIN READ
Feature

End The Conflict: Resolve Customer Data Inconsistency 2

Two new approaches -- the centralized semantics store and the master reference store -- are evolving to solve the problem of customer data inconsistency.

Which Way Should You Go?

The two approaches I have described use very different tactics to solve the customer data integration problem. The centralized semantics store approach posits that customer data should stay federated within its respective applications and only the rules need be centralized to ensure that the data always stays current. The master reference store approach, in contrast, centralizes key customer data in a common repository. However, both approaches have demonstrated early success in the marketplace.

The best solution for your company may depend on the volume of customer data, how frequently your data changes, and the nature of the portfolio of applications you need to integrate. With either approach, though, the problem of inconsistent customer data across applications can be resolved, helping you more effectively leverage customer data to identify revenue and profit enhancement opportunities.

Anil Gupta [[email protected]] is a principal at The Applications Marketing Group and a research advisor to Ventana Research on customer intelligence and demand chain performance. He advises his clients on strategic marketing issues including product positioning, market segmentation, and go-to-market strategy.


Resources

Pantero: www.pantero.com

SAP: www.sap.com

Siebel: www.siebel.com

Sierra Atlantic: www.sierraatlantic.com

Siperian: www.siperian.com

Editor's Choice
Samuel Greengard, Contributing Reporter
Cynthia Harvey, Freelance Journalist, InformationWeek
Carrie Pallardy, Contributing Reporter
John Edwards, Technology Journalist & Author
Astrid Gobardhan, Data Privacy Officer, VFS Global
Sara Peters, Editor-in-Chief, InformationWeek / Network Computing