HOW TO READ THIS BOOK
This book can be read in a linear fashion, chapter by chapter. Alternatively, individuals with specialized areas of interest might choose to go directly to the chapters that interest them. In either case, the material in each chapter can stand on its own with minimal context from the other chapters. It is recommended that everyone read Chapters 1 and 2 to get a sense for the business problems CDI addresses, and to understand how it differs from other data-enabling solutions currently available.
Following is a description of each chapter and its audience focus:
| Chapter | Description | What You Will Learn | |
|---|---|---|---|
| 1. Executives Flying Blind | With all the buzz around CRM, executives know less than they ever did about what makes their customers tick—or not. | What the business issues are behind the need—more urgent than ever—for information about what our customers want from our companies, and vice versa. | |
| 2. Master Data Management and Customer Data Integration Defined | There’s a lot of noise around what CDI is, as some vendors hang the shingle and others claim they’ve done it all along. | Formal definitions and comparisons of CDI and MDM and an explanation of their boundaries. | |
| 3. Challenges of Data Integration | If it were easy, we’d all have done it by now. Here are the barriers and challenges around CDI that continue to vex the companies that need it so badly. | There are some common “gotchas” on CDI projects that represent the major roadblocks to success. Learn from the early adopters, ... | |
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