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Beyond Big Data: Using Social MDM to Drive Deep Customer Insight
book

Beyond Big Data: Using Social MDM to Drive Deep Customer Insight

by Martin Oberhofer, Eberhard Hechler, Ivan Milman, Scott Schumacher, Dan Wolfson
October 2014
Beginner to intermediate content levelBeginner to intermediate
272 pages
7h 52m
English
IBM Press
Content preview from Beyond Big Data: Using Social MDM to Drive Deep Customer Insight

Chapter 6. Social MDM and Customer Care

Improving customer care is a top priority for leading CMOs, who are trying to understand individuals as well as markets.1 Enterprises today are extending their customer care systems by integrating social media programs. The value of MDM to improve customer care is not new. MDM has been used for years to build, maintain, and leverage an enterprise-wide “single version of the truth” of customer data for the purpose of enhancing the customer experience. The novel aspect comes through additional insight that is derived, for instance, from social media that complements the existing knowledge of your customer base.

1. You can find the IBM 2011 CMO Study in [1].

Additional customer insight is also derived from ...

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Publisher Resources

ISBN: 9780133509823Purchase book