In speaking with Steve LoCastro from BDS, Steve pointed out that many companies have “Native Intelligence” in their data sources. Native Intelligence is information in the data that indicates that separate records have some relationship with each other. The native intelligence could indicate that the records are part of the same corporate family, indicate the hierarchy relationship of the records, or some other relationship. Many times these relationships can be indicated in the data’s Contact ID, Customer ID, Account ID, and/or Client ID. An external marketing list also might have data that indicates the relationships of separate records.
In developing a single customer view, Steve suggests that the data should be examined in order to find any information that could be used as native intelligence. Further, the use of native intelligence is not something that should be looked as independent of a customer data integration solution. Instead, a company’s native intelligence is maximized if it is incorporated into the customer data integration match.
Combining CDI matching algorithms with native intelligence will enable records to be matched, linked, and coordinated by their corporate hierarchy relationships to develop a single view of the customer that could not be otherwise presented if these two processes were completely independent of each other.
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