Would You Call a Plumber to Build Your House? | Business intelligence, data warehousing and analytics editorial from DMReview
Without a persistent and trustworthy hub of customer reference or profile data that serves as the system of record, other types of data cannot be aggregated reliably. Ideally, such a master store should create and maintain the best-of-breed record for each customer culled from all relevant internal and external data sources – at the cell or attribute level – along with the associated cross-reference keys. This store then becomes the best source of truth for customer profile information for all downstream operational and analytical applications.