Metrics and Data Nirvana

In association with
14th Apr 2004
There's a surfeit of wisdom doing the rounds that talks about the absolute need for data hygiene, 360O customer-views, customer biographies, centralized databases and so on, as pre-conditions to success in CRM. As any marketer, CEO or CIO will tell you, this kind of data nirvana is unreal. Sumeet Kanwar tells you how to manage customer initiatives in small doses.

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