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Integrated databases are
a method for managing data from multiple sources and combining it around some type of single ID (e.g. a single
). Integrated databases provide marketers and other decision-makers with a unified view of these multiple, sometimes disparate, data sources.
CIR planning process
Continuous improvement orientation
Cross-functional team with CIR orientation
Common financial metric
Continuous Improvement in Return (CIR): Project Review & Status.
MASB Summer Summit, August 2016, Atlanta.
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