Which data sources should we start with?

The most common mistake in a customer data project is to define the scope as “all systems.” This pushes the first deliverable far into the future, and engagement fades along the way.

Start with CRM and finance

The CRM contains the relationships and contacts, while the accounting system contains what the customer has actually purchased and paid for. Together, they answer most of the questions the organization asks, and they generally already have the best data quality.

Let the questions determine the order

Write down the five questions you most often struggle to answer. Then connect the sources needed for the first question. That way, you’ll have something to show after weeks rather than months.

One source at a time

Each new source brings new identity issues and new conflicts between fields. If three are connected at once, no one knows which one caused the mess. One at a time is slower on paper but faster in practice.