The purpose of this white paper is to outline the importance of data quality with reference to single view of customer. In any organization SVC is the foundation of successful customer relationship management (CRM).
W H I T E P A P E R
Data Quality
Driving Single View of CustomerThis document contains Confidential, Proprietary and Trade Secret Information ("Confidential Information") ofInformatica Corporation and may not be copied, distributed, duplicated, or otherwise reproduced in any mannerwithout the prior written consent of Informatica. While every attempt has been made to ensure that the information in this document is accurate and complete,some typographical errors or technical inaccuracies may exist. Informatica does not accept responsibility for anykind of loss resulting from the use of information contained in this document. The information contained in thisdocument is subject to change without notice.The incorporation of the product attributes discussed in these materials into any release or upgrade of anyInformatica software product-as well as the timing of any such release or upgrade-is at the sole discretion ofInformatica.Protected by one or more of the following U.S. Patents: 6,032,158; 5,794,246; 6,014,670; 6,339,775;6,044,374; 6,208,990; 6,208,990; 6,850,947; 6,895,471; or by the following pending U.S. Patents:09/644,280; 10/966,046; 10/727,700.This edition published November 2006White Paper
Table of Contents
Purpose Of This White Paper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Tools For The Job . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
The Data Quality Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Data Quality Profiling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4Standardization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5Matching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5Consolidation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Appendix - Informatica Data Quality Product Suite . . . . . . . . . . . . . . . . . .10
Data Quality 1Purpose Of This White PaperThe purpose of this white paper is to outline the importance of data quality with reference tosingle view of customer (SVC). In any organization SVC is the foundation of successful customerrelationship management (CRM) across financial institutions, utility companies,telecommunications service providers and retail outfits. The paper defines the breath of the issueand how poor data quality can hamper, delay and even defeat organizations in their attempts toimplement CRM and SVC. It describes a typical solution to the problem of poor quality customerdata based on Informatica Data Quality enterprise data quality management software. The whitepaper goes through the steps that should be taken to ensure data quality issues are eradicated.It is the opinion of the author that SVC can only be achieved with reference to the state of theunderlying data quality. The best way to achieve the necessary levels of data integrity, conformityand consistency is through the implementation of an end-to-end data quality process.
IntroductionSingle View of Customer (SVC) is the lynchpin of effective customer relationship management(CRM). With reliable SVC a CRM system can really deliver on its promise enabling your businessto profit from understanding and anticipating the needs of current and potential customers. Yeteven in organizations that have invested significantly in CRM initiatives, high quality and reliableSVC often remains an elusive goal. The root cause of this is data quality. Low quality customeridentification and description data is pervasive in most organizations and is the major stumblingblock in the way of achieving SVC. Because CRM and SVC are so central to an organization's ability to do business, everyone whouses the system, from sales force and call center personnel to executive-level professionals andmarketing teams, must be able rely on the quality of the data it contains. Without confidence inthe currency and quality of CRM information these systems fall into disuse and ultimate... [download for more]
