Enhanced 360° view of the customer
Traditionally, enterprises rely on master data management (MDM) to create a single, accurate, and complete view across the enterprise of structured information about key business objects, such as customers, vendors, employees, and accounts. With the emergence of big data, the variety (email, chat, Twitter feeds, call center logs, and so on) and volume of information about customers must be incorporated into that 360° view of the customer.
This chapter provides an overview of MDM and the value it brings to a 360° ...

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