Adobe white paper: achieving a single marketing view of the customer
A single marketing view of the customer is not a new concept. Every marketer longs for a more comprehensive and robust approach to centralising customer data and making it actionable in marketing campaigns. But as Einstein once said: “In theory, theory and practice are the same. In practice, they are not.”
Despite the overwhelming desire to establish a more robust approach to customer data accessibility, marketers struggle with fragmented customer technologies, legacy applications, channel proliferation and data silos.
Perhaps it’s time to rethink the model for making holistic customer data actionable. Customer expectations have never been more demanding; therefore, it’s imperative that marketers embrace new tactics for building lifelong customer relationships. This white paper explores how leading organisations are establishing a single marketing view of the customer and covers the steps necessary to evolve from a succession of impersonal outbound communications to a true cross-channel conversation with customers.
A single marketing view of the customer represents an evolution in the way businesses approach customer engagement to remain competitive, now and in the future. It’s the consolidation of a company’s critical data about customers to build and sustain one-to-one lifetime dialogues that maximise customer lifetime value. The average business collects a lot of data about customers. Lack of data isn’t the issue — but access to the right data is a widespread pandemic for marketers. The right data can transform the customer experience from a series of outbound impersonal communications to a highly personalised one-to-one dialogue. But what constitutes the right customer information? More important, what tools are available to transform one-to-one relationships with customers in a scalable way? …