Using real-time, Class I ODS for customer data

How many examples can you point to where a real-time, Class I ODS has actually been used to collect and disseminate information throughout an enterprise? In a stringent financial scenario where the old adage "off by a penny, off by a pound" exists, I foresee numerous technical problems and business compromises.

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As a matter of fact, a FirstLogic manager I recently talked to (whose products would be utilized for address cleansing and standardization) could only hypothesize that a handful of these exist. One problem is highly accurate record matching used to merge new customer records streaming in from multiple corporate subsidiaries with existing records.
I have not seen many examples where a real-time, Class I ODS has actually been used to collect and disseminate information throughout an enterprise. I have seen real-time and non real-time ODS strategies utilized for collection of customer operational information. Telecom companies utilize ODS to capture customer data in real-time then automate the ETL process of cleansing and standardizing the customer data, then loading it into the customer data warehouse.

I realize this is not a real-time customer data cleansing and standardization ETL process. The customer focus of ETL cleansing and standardization tools today have some problems with highly accurate record matching used to merge new customer records streaming in from multiple corporate subsidiaries with existing records.

For more information, check out searchCRM's Best Web Links on Customer Data Issues.


This was first published in June 2001

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