We are currently designing the processes needed for obtaining customer data for customer relationship management (CRM). This data needs to be current. Initially, we thought of building an operational data store (ODS) with the necessary data elements. The CRM package would next access the ODS to obtain current customer data. After some discussion, the group decided that the data elements would reside in the CRM system and not a separate ODS database. What is the appropriate location for this type of data?

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