A digital integration hub (DIH) is an architectural pattern that centralizes data from various sources to provide a scalable, and real-time layer for modern digital applications, especially beneficial for enterprises looking to transform to digitized sales processes. It aggregates data from multiple systems of record into a low-latency, high-performance data store (the data management layer) which is then accessed by sales force automation (SFA), sales enablement and other tools via APIs or events. It also provides a central layer of abstraction that decouples applications from underlying systems, making it easier to integrate and manage new data sources and applications without disrupting existing systems. DIH provides sales teams with rich and responsive access to massive data sources, limits the fees paid to API providers and helps enable 24/7 operations enhancing customer experience through self service, digital commerce and loyalty.
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