This whitepaper explains how digital transformation has shifted customer interaction to digital channels, requiring customer-intelligent applications. It outlines marketing, sales, and service challenges caused by fragmented systems and inconsistent data. The paper introduces a customer-oriented logical data warehouse powered by data virtualization to unify insights across channels in near real time. By integrating customer intelligence without duplication, organizations can improve personalization, engagement, and loyalty while reducing digital marketing overspend and strengthening front-office effectiveness.

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