IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-51109-8_2.html

Golden Record as the Key to Customer Intelligence

In: Customer Intelligence

Author

Listed:
  • Manuel Marini

    (Marini Systems GmbH)

  • Bernd Skiera

    (Goethe-Universität)

Abstract

In data-driven companies, success depends crucially on the quality of customer data. A Golden Record is a central, complete, and accurate data set about a customer, consolidated from information from various sources. This article provides a practical description of how to successfully implement a Golden Record and outlines the resulting business advantages. Using a realistic case study, it demonstrates how companies can effectively merge fragmented data and thereby achieve measurable improvements in marketing efficiency, customer engagement, compliance, and financial decision-making. Typical challenges as well as strategic and operational success factors are highlighted to provide concrete guidance for project managers.

Suggested Citation

  • Manuel Marini & Bernd Skiera, 2026. "Golden Record as the Key to Customer Intelligence," Springer Books, in: Emanuel Bayer & Manuel Marini (ed.), Customer Intelligence, chapter 0, pages 13-26, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-51109-8_2
    DOI: 10.1007/978-3-658-51109-8_2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-51109-8_2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.