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Solving Customer Data Integration Challenges with Astera Centerprise

Customer data integration, also called Customer 360 view, is now a much-needed approach for any data-driven business looking to make higher-quality decisions.

In this article, we will discuss some of the most prominent customer data integration problems and how Astera Centerprise’s data integration capabilities can help solve them.

Identifying the single version of truth (SVOT) is crucial for any data-driven business to determine the most relevant customer success path. Not only does it help the business focus its efforts on activities that bring results instead of following the herd, but it also offers a much more holistic view of the overall customer journey.

Today, most businesses face the problem of information overload. With so many touchpoints available and data piling up in data marts through every trigger, it gets difficult for business analysts and C-suite executives to ascertain which strategies are working in their favor. Customer data integration is one of the key ways to refine, filter, and consolidate data from multiple touchpoints into a single data warehouse. From here, this data can be used for internal reporting or to create data visualizations that show the big picture of the sales and marketing efforts.

Customer data integration, also called Customer 360 view, is now a much-needed approach for any data-driven business looking to make higher-quality decisions.

In this article, we will discuss some of the most prominent customer data integration problems and how Astera Centerprise’s data integration capabilities can help solve them.

What is Customer Data Integration?

Customer data integration (CDI) is the process of refining, integrating, and managing customer information from all touchpoints. It involves ingesting data from data marts of each business unit onto a single consolidated repository, often a data warehouse, to find a pattern. In marketing lingo, this pattern would be called a  ‘truth’ or ‘success path’.

Data integration teams consolidate data from marketing and sales units, collecting customer touchpoints and preparing them for data valuation through data analysis software.

Customer data integration usually involves maintaining all information from available source systems, including contact details, user interactions, and every purchase made by each customer and so on The result helps the business realign its marketing strategies and focus on the best-performing indicators.

Most Common Customer Data Integration Problems

Customer data integration helps solve one of the biggest business problems: How to convert visitors to customers. However, it is easier said than done. Companies have tried creating consolidated customer data integration strategies before, but most of them were unsuccessful because of the number of tools, touchpoints, and business units involved.

Here we have listed common data integration problems and how customer data integration features of Astera Centerprise can solve them.

Integrating Customer Data from Multiple Sources

The main roadblock to effective customer data integration is that extracting data from multiple sources is simply not possible without dedicated connectors or APIs. Most of the time, data from these sources is in a format that isn’t compatible with your current database structure. For example, COBOL and IBM DB2 files can only be consolidated if their connectors are available. Otherwise, you will need complex solutions that involve middleware and manual coding. If ETL teams are to develop their connectors, it would take them weeks.

This is where Astera Centerprise data integration software comes in handy.

Protecting Customer Data

Consumer protection laws such as CCPA, GDPR, and LGPD require that you delete sensitive consumer data from your servers as soon as possible. When consumer data is collected, it helps organizations identify accurate customer paths. They can use it to make relevant decisions about enhancing their products. However, personal customer information such as their phone numbers, aliases, IDs, and credit card numbers are also available in the database. These need to be deleted before ingesting the data into the data warehouse. It can take days to clean and remove sensitive data from data sources if done manually. With tools like Astera Centerprise, the job can be performed within minutes.

Integrating Structured & Unstructured Data

Another problem with customer data integration is that it is difficult to separate structured and unstructured data manually. Some data is taken from social media such as tweets, comments, and messages. Other data includes data points in an Excel sheet. The unstructured data needs to be normalized to make sense of it. However, manually normalizing this data and preparing it for OLAP can take weeks. That’s where the report modeling feature of Astera Centerprise helps.

Creating a Common Understanding of Data

Astera Centerprise offers features that can help you create a customer 360-degree view of how consolidated data can be stored in the database and processed by OLAP systems as and when needed. Users can easily create GUI data maps to connect source data to the destination while adding various filters and transformations. This creates a common understanding of the overall data flow, making processes robust and steering them in the right direction.

Solve Customer Data Integration Challenges with Astera Centerprise

Astera Centerprise offers multiple features such as data cleansing, data preparation, data extraction, pushdown optimization, workflow automation, and job scheduling to easily integrate customer data on single destination storage. The platform is backed by a parallel processing ETL engine that can execute massive integration jobs in milliseconds, saving users’ time, improving efficiency, and making the system ready for a holistic customer 360 view in a matter of minutes.

Astera has been named the market leader by FeaturedCustomers and a top-rated data integration software by TrustRadius. Learn more about how it can solve your customer data integration problems.

Written By

Digital marketer by heart. Working on fitness, data integration blogs.

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