Chapter 2. Use Cases and Requirements for Social MDM

Social MDM augments traditional MDM by mining and integrating social, mobile, location, and under-utilized enterprise data, creating new capabilities for understanding customers and products. These capabilities enhance both the traditional business benefits of MDM and provide new business benefits. We start by looking at a customer value approach to assessing the relationship between the customer and the business, and then describe in detailed scenarios the two primary drivers for Social MDM—improved customer experience and improved target marketing. We finish by exploring the impact of “social” aspects for MDM to identify the new capabilities a Social MDM–enabled MDM system must provide. The ...

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