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Jill Dyché

There you are! What took you so long? This is my blog and it's about YOU.

Yes, you. Or at least it's about your company. Or people you work with in your company. Or people at other companies that are a lot like you. Or people at other companies that you'd rather not resemble at all. Or it's about your competitors and what they're doing, and whether you're doing it better. You get the idea. There's a swarm of swamis, shrinks, and gurus out there already, but I'm just a consultant who works with lots of clients, and the dirty little secret - shhh! - is my clients share a lot of the same challenges around data management, data governance, and data integration. Many of their stories are universal, and that's where you come in.

I'm hoping you'll pour a cup of tea (if this were another Web site, it would be a tumbler of single-malt, but never mind), open the blog, read a little bit and go, "Jeez, that sounds just like me." Or not. Either way, welcome on in. It really is all about you.

About the author >

Jill is a partner co-founder of Baseline Consulting, a technology and management consulting firm specializing in data integration and business analytics. Jill is the author of three acclaimed business books, the latest of which is Customer Data Integration: Reaching a Single Version of the Truth, co-authored with Evan Levy. Her blog, Inside the Biz, focuses on the business value of IT.

Editor's Note: More articles and resources are available in Jill's BeyeNETWORK Expert Channel. Be sure to visit today!

By Caryn Maresic, Senior Consultant

Mickey Mouse by wrayckage via Flickr Creative Commons

Most Data Warehouse designs include constructs for Address, Phone, and/or Email for Customers.   Len Silverston came up with what he calls a Universal Data Model that does a very good job of abstracting address, email and phone number data.   I have seen clients use the Contact Point portion of his model as-is and with a few simplifications with great success.   That being said, in the area of Marketing and Sales, the manner in which we reach out to our customers and prospects gets more diverse every day.   Disneyland has just partnered with Verizon so that park guests can get real time information about the park and play Disney games on their phones....and, of course, Disney gets access to more information about its customers!

How does this new and ever changing world of communication change the way we think about and model contact points?   What would my ”address” look like if I were near the Haunted Mansion looking for a lunch spot?   Would it be different than if I were at Downtown Disney looking for a cup of coffee?   On Main Street looking for Winnie the Pooh?   In all instances I would be using the same phone, possibly the same IP address, but I would be in different locations which would be important to the marketeers at Disney.

As time goes by (and cell phone GPS systems become more accurate) I suspect that the way we run marketing campaigns to smart phones will be similar to the way in which we use billboards today.   Where the customer is physically located at any given time will be as important as the phone number and/or IP address, thus creating a two dimensional contact point.

Have you come across this issue in your organization?   Have you changed your data model to include two dimensional contact points?   If not, has the use of smart phones changed your data model in other ways?

photo by wrayckage via Flickr (Creative Commons license)

Caryn has over 20 years experience in providing high-quality data
solutions to clients in the areas of Business Intelligence, Data
Warehousing and System Integration.   Caryn has expertise in across
industries with an emphasis in Pharmaceutical, Manufacturing, and
Insurance.   Prior to joining to Baseline, she ran her own consulting

Posted July 1, 2010 6:00 AM
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