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 ...

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