3.1 The importance of data modeling3.1.1 Common data modeling tasks3.2 Project 2: Who are your customers?3.2.1 Problem statement3.2.2 Data dictionary3.2.3 Desired outcomes3.2.4 Required tools3.3 Planning our approach to customer data modeling3.3.1 Applying the results-driven process to data modeling3.3.2 Questions to consider3.4 An example solution: Identifying customers from transactional data3.4.1 Developing an action plan3.4.2 Exploring, extracting, and combining multiple sources of data3.4.3 Applying entity resolution to deduplicate records3.4.4 Conclusions and recommendations3.5 Closing thoughts on data modeling3.5.1 Data modeling skills for any projectSummary