Redefining the Information Management Landscape for Competitive Advantage

For decades, companies have embraced technology designed to aid them in strengthening their customer relationships. Traditionally, companies interacted with customers and managed these important relationships via customer relationship management (CRM) systems. But because a plethora of systems used in other parts of the business also contained important customer information, organizations began turning to master data management (MDM) to provide common definitions across these systems. Companies also used business analytics and business intelligence tools to unearth actionable insights about customer behavior.