golden record

Definition

The single, unified, supposedly accurate version of a customer's data after merging information from multiple sources. In reality, it's the Sasquatch of data management—everyone talks about it, few have actually seen it.

Example Usage

We're finally building golden records for our customers so sales and marketing stop arguing about who the contact owner is.

Origin

Data management terminology from the early 2000s as CRM systems proliferated

Fun Fact

Fewer than 25% of companies have successfully implemented golden records, despite it being a priority for over a decade.

Source: Customer data management and CRM literature

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