Customer intelligence initiatives hinge on the ability for the data warehouse or data mart to continue to provide reliable, clean, integrated information. As the database encounters problems and quality deteriorates, user confidence starts to erode, which is the beginning of the end for customer intelligence.

Production support is ever the afterthought for most development projects, regardless of how much production support tries to be involved early and regardless of how many processes or documents are in place for development teams to complete before they go live. A poorly planned production support strategy leads to technical and user adoption issues. To counteract these tendencies, organizations can leverage the following concepts: data stewardship, dependency matrices and proactive data quality assessments.

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