Enhance Inbound and Outbound Marketing with a Trusted Single View of the Customer

An IBM Redbooks publication

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Published on 25 March 2014, updated 02 February 2015

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ISBN-10: 073843955X
ISBN-13: 9780738439556
IBM Form #: SG24-8173-00


Authors: Chuck Ballard, Jon Case, Deirdre Clyne, Brett Hildreth, Holger Kache and David Radley

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    Abstract

    IBM Campaign® and IBM Interact are critical components in an Enterprise Marketing Management (EMM) platform. They are the foundation for optimizing your marketing campaign effectiveness, marketing operations, and multi-channel marketing execution. However, the effectiveness of the marketing campaigns is highly dependent on the quality, accuracy, and completeness of the underlying customer information used by the EMM platform. IBM InfoSphere Master Data Management (MDM) is a trusted source of that complete, accurate, customer information. Using your master data as the basis for running marketing campaigns provides the best information available for the best possible return-on-investment for your marketing operations.

    This IBM Redbooks® publication describes how master data about customers is extracted from an MDM hub and delivered through an "information supply chain" to your marketing data repository. This information supply chain includes capabilities such as data integration, metadata management, industry data models, and workload-optimized analytics appliance. The intent of this book is to give marketing organizations (both the business and IT functions for marketing) a blueprint for how to architect your EMM solution in a way that best takes advantage of your trusted master data.

    Table of Contents

    Chapter 1. Introduction

    Chapter 2. Using IBM Industry Models for marketing

    Chapter 3. Configuring MDM with marketing-relevant attributes

    Chapter 4. PureData for Analytics: The marketing data repository

    Chapter 5. From Master Data Management to PureData for Analytics

    Chapter 6. Leveraging Customer Data within IBM Campaign

    Chapter 7. Leveraging Customer Data within IBM Interact

    Chapter 8. Where do you go from here

     

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