Types of Primary Data
In addition to Reference Data, there are other types of Primary Data. Primary Data is managed by type. Each type has a platform or system that is independent from the other types. However, each of these types may include some relevant reference data. For example, customer data may contain the customer’s zip code, which may be selected from the valid values defined in the Reference Data system.
Customer
Customer Primary Data is all the buzz in customer-facing divisions (e.g., Sales, Marketing, Revenue). Companies who have not standardized their Customer Primary Data often struggle to see a full view of their customer. A tell-tale sign of a lack of a Customer Primary Data system is when each division has different information about a customer, and it’s difficult to see the full customer journey across your company. Sales may have different information about a customer (like address) than revenue than operations than marketing. This is a great...