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Hyatt Regency



5 Embarcadero Center,
San Francisco, California, USA 94111

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Wednesday, June 20, 2012

2:30 PM - 3:00 PM
Track: Master Data Management (CDI/PIM/RDM) View Track

CASE STUDY: MDM TO DRIVE CUSTOMER LOYALTY

Rob Kellow, Senior Director of BI & CRM, BARE ESCENTUALS

Bare Escentuals, Inc. is one of the fastest growing prestige cosmetic companies in the United States and a leader in mineral-based cosmetics.  The company's distinctive marketing strategy and multi-channel distribution model develops, markets and sell both consumer and professional cosmetics, skin care, and body care products under its multiple brands through company-owned boutiques, infomercials, home shopping television, specialty beauty retailers, spas and salons, and online shopping.  In 2011-12, the company embarked upon a Customer Data Intelligence program to drive the management of and insights from its newly-implemented MDM hub for Customer data.  In addition to its investment in IBM MDM Server,  IT leadership is applying best practices in Data Governance to leverage such information throughout the customer data lifecycle.  This session will provide insights into a pragmatic, measured rollout of a customer hub to drive customer loyalty by discussing such best practices as:

  • Integrating Customer master data across multi-national (North America, Europe, and Asia) channels via architected data services to support DTC (direct to consumer) and retail channels for global ecommerce, point-of-sale, and call center touchpoints
  • Planning for simplified access-controlled new product introduction (NPI) of complex business models via a future MDM hub for Product data
  • Providing well-governed, multi-domain MDM business views to enhance and enable processes including product pricing, revenue recognition, consolidated buying, financial forecasting and reporting

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