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Article

Facebook and Google’s Single Views Don't Work for Enterprises

Try data virtualization instead

If you want a single view of your friends, go to Facebook.

If you want a single view of a topic, go to Google.

But if you are an enterprise, where do you go for a single view of your customers, products and employees?

Enterprises Need a Single View
The business case for unified, 360° views of key enterprise data is compelling.

  • Single View of Customers - Sell additional offerings to existing customers. Improve satisfaction. Reduce churn.
  • Single View of Products - Optimize supply chain decisions. Eliminate duplicate products. Cut costs.
  • Single View of Employees - Improve employee productivity. Enable HR self-service. Increase retention.

Providing a Single View Is Challenging
Enterprises are complex.  And enterprise IT is even more so.  Data is siloed everywhere.  Getting a single view of anything can be a significant challenge.

Technology strategies such as cloud computing and service-oriented architecture (SOA) can help with some of the complexity.

But integrated single views require both master data from your master data hubs and related data (e.g. order histories, inventory balances, and payroll records) from myriad other disparate data sources across your enterprise.

As such, data integration has become key technology enabler; with data virtualization increasingly recognized as the ‘go to' data integration approach for single views.

Data Virtualization to the Rescue
Achieving a unified, 360° view of your customers, products, and employees is where data virtualization platforms such as Composite 6 become critical.

Enterprises in multiple industries rely on data virtualization for fast and easy virtualized federation of master, transactional and historical data.

Justifying Your Single View Investment
The business justification for single views of enterprise data is compelling.  You can use the following factors in your business case:

  • Increase Revenues - Retain and upsell existing customers
  • Improve Productivity - Provide customer-facing staff with the complete customer and product information they require
  • Reduce Costs - Optimize supply chain decisions and merchandizing mix
  • Decrease Risk - Increase visibility to critical customers, product, and employee related risks
  • Ensure Compliance - Meet ADA, FMLA, OSHA and other HR compliance data requirements faster, for less

Single View of Customer at European Telecom
To maximize revenue per customer and customer service levels, client service reps at a European mobile phone operator needed an enterprisewide, single view of its customers. Data virtualization provided it, federating customer master data from their MDM hub, service history data from their Siebel CRM system, billing data from their financial systems and call history and configuration data from the operational support systems. With data virtualization, faster issue resolution and more productive up-sell programs are reducing churn and increasing revenues.

Enterprisewide View of Supply Chain at PC Manufacturer
To optimize manufacturing efficiency and customer delivery, supply chain planners at a leading PC provider needed a global view of product supply and demand data.  The company now combines product data from its master data hub, customer demand data from its order entry systems, inventory data from its distribution systems and work-in-process data from its manufacturing operations using data virtualization.  With this up-to-the-minute, single-view data, orders are fulfilled more quickly, thereby improving revenues and customer satisfaction.

360° View of Employee Benefits at Financial Services Provider
To ensure retention, employees at a financial services provider wanted to provide a self-service employee benefits portal that included a 360 degree view of its total compensation.  With data virtualization, the firm now federates PeopleSoft HRMS, myriad internal benefits and compensation systems, and external payroll services. Securely exposing this information improves retention and lessens HR staff workload.

More Stories By Robert Eve

Robert Eve is the EVP of Marketing at Composite Software, the data virtualization gold standard and co-author of Data Virtualization: Going Beyond Traditional Data Integration to Achieve Business Agility. Bob's experience includes executive level roles at leading enterprise software companies such as Mercury Interactive, PeopleSoft, and Oracle. Bob holds a Masters of Science from the Massachusetts Institute of Technology and a Bachelor of Science from the University of California at Berkeley.