Chapter 1. Introduction to Social MDM

In this chapter, we discuss how enterprises are looking to gain new insights on their customers and products from non-traditional data sources. We look at the role of traditional MDM in providing a single source of information on customers and products along with the business value derived from traditional MDM. Finally we show that incorporating the new insights available from external sources into MDM—leading to Social MDM—allows organizations to achieve a new level of customer interaction.

Social MDM represents a significant milestone in the ongoing quest of companies to improve customer relationships and service through a deeper understanding of their customers—extending that understanding beyond the traditional ...

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