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All together now: integrating customer data with MasterVision
Author(s) -
CULLING James
Publication year - 2010
Publication title -
learned publishing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.06
H-Index - 34
eISSN - 1741-4857
pISSN - 0953-1513
DOI - 10.1087/20100202
Subject(s) - computer science , data warehouse , key (lock) , database marketing , interface (matter) , product (mathematics) , value (mathematics) , data integration , data science , customer value , database , marketing , business , relationship marketing , computer security , marketing management , market economy , geometry , mathematics , hierarchy , bubble , maximum bubble pressure method , machine learning , parallel computing , economics
A publisher's customer and user data typically comes in many forms and from many specialized repositories and systems. For sales and marketing staff in particular, there is considerable insight to be gained from analysing all of this data closely. However, achieving an integrated and complete ‘single customer view’ via a data warehouse solution can be a costly, time‐consuming and challenging undertaking. In this case study report, DataSalon's MasterVision is described as an alternative approach to solving this problem for publishers. Key to the solution is a dynamic data modelling philosophy, with both the underlying database and product interface configured for each publisher around the specific customer data supplied. A number of real‐life 'use cases' are explained and the value of Ringgold's Identify database of organizations, in addressing a number of integration challenges but also in adding to the intelligence that can be gleaned from source data, is discussed.