The South African insurer has consolidated customer data from 15 disparate sources into one worksite marketing information system that provides a 360-degree view of its customers for its advisors.Talk to just about any insurance executive whose company embarked on a customer relationship management (CRM) initiative in the early 1990s and you'll likely hear a similar story. "Dirty data" often played a key role in the failure of those projects to deliver the expected results.

That's what happened to Sanlam Life, a South African retail and group life insurer with (U.S.) $47 billion in assets under management.

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