Configuring MDM with marketing-relevant attributes
Configuring InfoSphere Master Data Management (MDM) for customer and prospect data to take account of marketing-relevant attributes allows you to drive marketing campaigns. Campaigns based on this reliable information about customers and prospects means the right offer can be made to the right person. Creating the right offer using Enterprise Marketing Management (EMM) software is described in Chapter 6, “Leveraging Customer Data within IBM Campaign” on page 103 and Chapter 7, “Leveraging Customer ...

Get Enhance Inbound and Outbound Marketing with a Trusted Single View of the Customer now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.