It takes time and effort to integrate multiple forms of information into a customer relationship management program or data warehouse. But if companies define their requirements for customer data integration, integrate data accuracy from multiple sources by customer and deal with CDI-related performance issues swiftly and decisively, they will be well rewarded for their efforts.

A good integration strategy begins with a thorough data assessment study, Richard Winter, president of the Winter Group, and Denise Hopkins, director of marketing for Experian, told session attendees July 31 at NCDM Summer 2001 Conference in Chicago. The assessment should include:

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