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Golden Record als Schlüssel zur Customer Intelligence

In: Customer Intelligence

Author

Listed:
  • Manuel Marini

    (Marini Systems GmbH)

  • Bernd Skiera

    (Goethe-Universität)

Abstract

Zusammenfassung In datengetriebenen Unternehmen hängt der Erfolg entscheidend von der Qualität der Kundendaten ab. Ein Golden Record ist ein zentraler, vollständiger und korrekter Datensatz über einen Kunden, der aus Informationen verschiedener Quellen konsolidiert wird. Dieser Beitrag beschreibt praxisnah, wie die Umsetzung eines Golden Records gelingt und welche betriebswirtschaftlichen Vorteile sich daraus ergeben. Anhand eines realistischen Fallbeispiels wird gezeigt, wie Unternehmen fragmentierte Daten effektiv zusammenführen und dadurch messbare Verbesserungen bei Marketingeffizienz, Kundenansprache, Compliance und finanziellen Entscheidungen erzielen. Typische Herausforderungen sowie strategische und operative Erfolgsfaktoren werden aufgezeigt, um Projektverantwortlichen konkrete Orientierung zu bieten.

Suggested Citation

  • Manuel Marini & Bernd Skiera, 2025. "Golden Record als Schlüssel zur Customer Intelligence," Springer Books, in: Emanuel Bayer & Manuel Marini (ed.), Customer Intelligence, chapter 0, pages 15-30, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48463-7_2
    DOI: 10.1007/978-3-658-48463-7_2
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