There are no technical reasons why you shouldn't have customer insights integrated in your enterprise applications. The old excuses of “I’ll never get the IT resources required to pull it off”, “My budget isn’t big enough”, and “It just isn’t important enough to my organization” are no longer valid.
The following article by Rick Sherman (Beyond ETL & Data Warehousing - http://supplement.information-management.com/dataintegration/20090102/?pg=2) talks about data integration not being like it use to be. Large custom IT projects to integrate a new stream of data into your enterprise applications are just not needed anymore (although some IT groups think they are!).
A quote from the article says it all:
“... companies have lost opportunities to harness information as a corporate asset. “
Don’t be one of these companies…
VP, IT Product Portfolio Manager