Overview This specialty art company wanted to grow sales by better mar-keting to repeat customers and leveraging demographic data to identify new prospects. The company conducted much of its business through third-party websites. It needed to consolidate and validate data from these disparate sources to gain an accurate single view of each customer. Business challenge The company had a large base of repeat customers who bought art through third-party retailers, often purchasing multiple copies of an item for shipment to different addresses. The art company ended up with a large number of duplicate customer records and many inaccurate or incomplete customer addresses. This situation inhibited the company’s ability to determine lifetime customer value or to overlay additional de

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