Modeling customer relationships — A flexible, integrated architecture enables customer-centric marketing

Abstract

This white paper draws upon the lessons learned by IBM NUMA-Q ® in implementing large-scale technology platforms to support customer relationship management (CRM) strategies within major organizations worldwide. Interested readers are likely to be concerned with how they might model customer relationships in a way which will support the transition from present product-focused views of marketing intelligence to more useful (and profitable) customer-focused views. This paper provides the data architect or modeler with a generic template for modeling customer data. This paper also highlights commonly faced problems that occur when modeling customer data.