Gaining a competitive edge in acquiring and analyzing customer intelligence is no longer just a matter of acquiring or managing customer data but a process of integrating customer data sources together into "customer profiles". Sources may be the customers themselves, data from your enterprise, or 3rd party data services. On a practical level, how does updating a profile on your customer improve your ability to sell / market to them? How does adding social data sources or demographic data sources differ from adding historic transactions or credit risk data to their profiles? Is there one index or database for me to solicit multiple data sources on one company, or is the act of building a customer profile on a business a fragmented act of data gymnastics?