Mixing and matching
- Article 3 of 6
- Database Marketing, October 2003
Robert Buckley considers the challenges involved in customer data integration and how careful planning is needed to make both initial and ongoing data management a success
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Data integration projects ultimately belong where the most expertise and the best results lie ?��Ǩ��� for the lowest cost. An organisation that understands both its own data and the resources necessary to unite all its data stores will often experience as many benefits, if not more, than those who outsource the entire process. But organisations that do not appreciate the problems involved in integration or the resources they will need to successfully achieve a single customer view are likely to spend more and achieve less than if they let the bureaux handle the job.
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