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Tuesday, October 22, 2013

11:15 a.m. - 12:00 p.m.

ANALYST KEYNOTE: THE DIGITAL CUSTOMER MASTER—KNOW YOUR CUSTOMER, KNOW YOUR BUSINESS

Michele Goetz, Principal Analyst, FORRESTER RESEARCH

If you define your customer in context of your CRM system, think again. There is much to be gained from what happens beyond the purchase history and customer support communications. Social media is a part of becoming more informed about your customer, but digital identities exist across mobile, website traffic, and advertising channels that all have rich data to complete the customer view. This ecosystem along with the opportunities from big data analytics means that MDM has a larger role to play in helping firms identify and classify customer experiences, even when you may not know exactly who the customer is. The first step, put aside the notion of a "golden record." Think "golden profile." This industry analyst keynote will discuss the trends and opportunities that exist to create a complete picture of the customer and how this impacts defining and generating the customer master by discussing:

  • Defining a golden profile of the customer where behavior is increasing in MDM importance
  • Identifying means to manage data ambiguity while managing a fluid and ever-changing customer master definition
  • Empowering IT to proactively manage the marketing needs for MDM in a digital world

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