Investment in enterprise CDM is driven by the need to gain visibility across customers, channels and distributors. Aberdeen's benchmark data demonstrates that leading organizations primarily measure the value of customer data management through downstream benefits (KPIs) and/or quarterly data effectiveness indicators.

According to " Customer Data Management: How Leaders Attain Tangible ROI, " companies that exemplify "best in class" practices attained greater than 20 percent annual improvement in three key metrics:

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