CDI-MDM is suddenly hot in the IT world – why is that? Will this translate into big corporate CDI projects? Is it happening already?
WILL MARKETERS RETAIN CONTROL OF THEIR DATA IN THE NEW CDI AGE?
CDI-MDM is suddenly hot in the IT world – why is that? Will this translate into big corporate CDI projects? Is it happening already?
Traditionally, marketing has often been able to build its own marketing customer database, perhaps fed from the operational customer database and often multiple other systems. This is used for batch-based direct channel marketing, analysis, maybe some MIS reporting or some limited integration with the web. Marketing has generally had control of this database, often choosing to outsource it to specialists.
If there are more corporate CDI projects likely, how can marketing co-exist with them and might marketing lose control? What changes are possible that might affect marketing?
For example, a move to an integration process (CDI hub?) that would be controlled by IT. Could we go back to the old days (though still the case for some) when marketers had to queue for weeks to get a selection from the database?
Where are benefits and opportunities for marketing and other CRM-related users of customer data if IT makes this investment? For example, this kind of corporate system might be the enabler of real-time multichannel marketing, where you need up-to-the minute customer data rather than weekly/monthly batch processing used for DM.
Also, if there is a move to a service-oriented architecture where each department defines the different services it needs, what does this imply? For example, marketing has to make sure that any work it does can be re-used by the whole organisation in future? Is this analogous to the old mart versus warehouse argument?
Database Marketing magazine brings together the latest news, case studies and feature articles on UK target marketing and customer management for a sophisticated audience of managers and users in the marketing, sales and service functions.
Deadline for leads is 10th July 2006. Email me or leave a comment below.