To be able to use all customer data for management purposes, there must be a standard data structure to which all sources fit in. Even with the reference of the customer journey, data integration needs to overcome a few traditional obstacles: data from different sources comes at different time and in different form over different information channels or from different systems.

However data integration is not only a technical task, it is in first respect a question of how to make use of data. Data need the focus of purpose. Metrinomics integrates data sources, modeling the purpose. Our approach results in a reduction of complexity and as such immediately increases the ROI by substantially reducing the investment.