What is Single Customer View and why it is important

A single customer view is an accurate and consistent overall record of all customer data owned by companies. How does the retail business use this?

Modern retailers handle a huge amount of customer information.

Until decades ago, retailers rarely owned customer data. Most shopping was paid in cash, and there was no record of who bought what. Marketing communication was transmitted through huge media such as television and radio, so it was very difficult to know who was affected and what ROI was.

The situation is very different today.

Nowadays, retailers can find out more about customer profiles, customs, and preferences, as they can easily keep online and offline purchasing records.

Loyal Guru's c o-founder and CTO, Javi Fernández

The use of this information is actually essential.

Customers expect companies to personalize and improve their shopping experiences using their data. Customers want to receive personalized offer, consistent communication beyond channels, records that really suit their preferences, and highly relevant information. In other words, we are expecting personalization.

In other words, digitalization has made it possible for corporate retailers to understand their customers, personalize their purchasing experiences, and have to do so.

The problem is that many of them lack technology and strategies to make good use of it, despite the enormous amount of data.

But it can be changed today and begins with the construction of a single customer view.

What is a Single Customer View?

Single customer views are also called unprevers Customer Views, which are accurate and consistent records of data about customers owned by companies, and can be viewed in one place.

Single customer views collect 3 types of data:

• Demographic data: Includes profile data such as gender, age, address, and household data.
• Transaction data: Data such as purchasing, date, abandoned cart, returned goods, product value, etc. are included.
• Activation data: The most visited product and category, the number of visits, the number of pages you visited, the number of pages, interaction, priority channels, lifestyles, etc. include web visits, mobile apps, and data from stores.

What are the benefits of having a Single Customer View?

Single customer views allow the team crossing the department in the retail company to provide personalized customer experiences in consideration of data from various touch points.

Benefits for marketing teams: Understand customers to launch better campaigns

As the amount of customer data created increases, the data management solution will allow marketing staff to promote sales and create an experience to develop royalty.

This royalty includes not only basic personalization that uses first name for e-mail, but also a tailo r-made communication based on accurate, overall and rea l-time customer views.

Single Customer View can help marketing teams understand and analyze past behavior, narrow down the target of future campaigns and promotions, and are more efficient and effective marketing.

In other words:

SCV is particularly appropriate when an organization is involved with customers through mult i-channel marketing.

Benefits for data teams: Ensure reliable foundation for privacy compliance and data security

From a legal point of view, a single customer view is essential.

One of the major issues for modern retailers is, especially in markets where data privacy laws are very difficult, especially in Europe, customers always agree or withdraw from their own data on various channels. You can do it. And, like other data points, customer consent is siloized.

Single Customer View solves the decisions and tastes of their individual levels and reaches out the salvation in order to clearly understand what the retailers can do with this data and what they can do.

Changes in regulations such as GDPR and CCPA, changes in major tech companies such as Google and Apple, and the distrust of consumers due to data leakage and fraudulent use overlap, so the data privacy standards are raising the hurdles.

In other words, marketing representatives are paying attention to how to collect data and how to build a relationship with customers based on available data.

The customer data platform enables brands to save all customer consent and preference data in unified profiles, and to manage and organize other systems, to address new privacy conditions. Used for.

As a result, knowing that customer data is managed and used correctly, trust increases.

Benefits for customer service: Provide first-class customer service with up-to-date data

SCV improves customer experience and enhances royalty by enabling retailers' customer success agents to provide more quick and consistent answers.

With the help of a unified knowledg e-based help that holds all products, transactions, and customer information, agents can solve the problem with the highest satisfaction.

What are the main obstacles to creating a Single Customer View?

OBSTACLE #1: Data silos

Data Silo is an independent system that is managed by a department or business department, separated from other parts of the organization, or compatible with other data sets or systems.

Data cylo tends to occur naturally in large companies. This is because separate business departments are operated independently and have their own goals, priorities, and IT budgets.

Siloization of data hinders business operations and limits the ability of the team to make business decisions based on sufficient information.

OBSTACLE #2: Inaccurate or inconsistent data

Since it is necessary to cleanse the abnormalities and mismatch of customer data for data quality, it is difficult to realize a single viewer. Siloization of data leads to duplicate data in different platforms and processes, increasing the use of IT resources and inefficient use.

OBSTACLE #3: Compliance and privacy concerns

Having a single customer view that contains cleansing legal and accurate information means compliance, reducing the risk of violating CDPR and CCPA regulations, and detecting, reporting, and preventing personal information leakage. One step.

OBSTACLE #4: Legacy technical infrastructure

Legacy systems are often indispensable for the technical infrastructure of retail companies, but maintaining their maintenance.

In general, these software is very complicated and the interface with other technology is not well designed.

As a result, corporate retailers have a mult i-layered architecture designed in a different era to solve different issues, and is not suitable for today's demands.

How to build a Single Customer View?

The following are five steps that are essential to upgrading retail operations to the highest level performance.

STEP 1: Find the right tech

Customer Data Platform is a powerful software that collects customer data from all sources of offline and online so that it can be used for activation.

Compared to CRM and DMP, it is the best solution for retailers because all customer data and transaction data can be collected, single customer's views can be created, and marketing teams can carry out highly profitable campaigns.

CDP not only manages and preserves data in a structured manner, but also allows you to efficiently provide targeted personalized experiences over the entire customer journey.

STEP 2: Identify Data Sources

Data source identification is the most difficult aspect in integration into SCV.

Modern retailers need to collect information from a large number of sources, such as all digital interactions with brands and interaction in POS.

STEP 3: Upgrade your team with data professionals

Many retail companies have acknowledged the need to become more dat a-centered.

Since it is not easy to realize this, retailers are recently examining the need for a new position called "data manager."

In order to utilize the powerful assets of SCV, retail companies often use other duties specializing in data, such as data managers, data analysts, and data migration specialists.

STEP 4: Resolve customer identities

The solution of the identity is a process of comparing the identifier that straddles touch points and devices to a single profile. The process is essential for building a unrelated omnichanel view on retail companies and providing appropriate promotions and offers throughout the customer journey.

Retailers also need to deal with industr y-specific issues, such as the duplication of household accounts and profiles.

STEP 5: Make the data available across the organization

CDPs can design, start and manage marketing activities that have been narrowed down based on collected information, created segments, and extracted insights.

For example, you can turn single customer views into actions through our website personalization, targeted offers, personalized royalty initiatives, and custo m-made product recommendations.

How to ensure ROI of a Single Customer View?

OPPORTUNITY #1: Better targeting of your most profitable customers

Single Customer View reveals the most valuable customers for retail companies, concentrate marketing activities in the group, optimize marketing budgets, and improve business results.

OPPORTUNITY #2: Fewer costly mistakes

Integrating data from multiple silo is less likely to make mistakes that affect your budget and reputation, such as sending unrelated messages. These mistakes can lead to customer dissatisfaction and separation.

OPPORTUNITY #3: Happier, more loyal customers

Customers who are grateful and special are more likely to come back to the store, r e-purchase, register for the royalty program, and increase the likelihood of the entire brand.

OPPORTUNITY #4: Better attribution of sales to marketing campaigns

By integrating online and offline data, retailers can associate sales and conversions to specific marketing investments and prove ROI.

Getting the business to commit to a Single Customer View?

Single customer views require not only marketing but also inputs from IT, finance, and operations, each of which have different requirements.

These requirements add complexity to building an SCV, but cross-departmental data sharing to achieve a holistic view is essential for accurate matching, enrichment, and suppression of data.

Be clear up front about your expectations for the project, both in terms of ownership and purpose of the SCV, because it is essential to understand the database from each department's perspective.

Conclusion

Today, businesses have an enormous amount of information. Never in history have they had to deal with so much data as they do today. Customers recognize this reality and expect brands to leverage data to improve their shopping experience. They want personalized service, omnichannel shopping experiences, and to receive relevant recommendations and information about their interests. In other words, they want to feel important to the company.

A customer data platform is software that allows you to create a unified, persistent customer database that is easily accessible from other technologies. A customer data platform is a system that labels and integrates customer data from different sources to create a complete 360° customer profile, or single customer view.

Loyal Guru is an unbeatable data, loyalty, and personalization solution for retail. LoyalGuru’s platform addresses the unique data collection and data activation challenges of enterprise retail, without ad-hoc development.

If you’re a retailer and would like to learn more about the loyalty program strategies discussed in this article, please reach out to our team. We’d be happy to show you examples and discuss your brand’s unique challenges.

Single customer view (SCV): what is it and how does it work?

If modern marketing were a car, data would be its fuel. Data helps marketers strategize, adjust, drive decisions, and evaluate the effectiveness of campaigns.

Consumers are constantly generating vast amounts of data, so marketers have a lot of information they can use to understand their needs and interests.

The problem is that customers interact with companies using different channels. They move across devices and touchpoints, perform different tasks, and belong to different departments, including marketing, customer service, and product teams.

When all the data customers generate is scattered across platforms with limited options for analysis by different teams, it’s hard to make sense of it.

Create user information from various sources and create a single customer view (SCV) that covers the actions and touch points that have been performed by the user.

In today's article, what is a single customer view, how can it be built, and how to use user experience in personalization and make decisions based on information. Learn if you can do it.

What is a single customer view (SCV)?

Single Customer View (360, 360 degrees, or unpold customer view) is a way to collect all data on prospects and customers and integrate them into one record.

Usually, a single customer view can be created as a profile page for the customer data platform (CDP). CDPs can be used to standardize and unify all user information so that the whole team can be used without any involvement of developers and analysts.

By unifying all users, users can get a strong outline of all actions performed at websites (using desktops or mobile devices), mobile apps, and even offline stores.

In particular, unified customer views can help build better customer relationships by providing consistent interaction beyond touch points and departments.

We are working on CDP, which has a synergistic effect with the analysis stack by making it easy to import and export data from many sources and create detailed audiences and customer profiles.

CDPs can access and maintain a comprehensive SCV for customers.

See how the CDP released in the future can more understand the interaction between your user and your company brand.

Types of data collected in a single customer view

SCV is created by integrating various users from many sources. In many cases, it is scattered in tools used by various departments, such as sales and product design as well as marketing.

The collected information depends on the channel and tools you use, the available infrastructure and expertise.

The data used to create a single customer view includes the following:

• Website and Mobile App activities and behavior dat a-clicks, scrolls, hover, hover, visiting pages, pages staying time, form transmission, and other analysis tools include websites, mobile apps, and interactions with servers. Other examples include information on categories, products, blog posts, items in baskets, and abandoned products.
• Includes CRM and offline dat a-personal information, contact information such as address, phone number, email address, social network account.
• Population statistic s-Age, races, ethnic, gender, the presence or absence of a spouse, income, educational background, employment form, etc.
• Transaction system and purchase histor y-for example, data on the number of products purchased (both online and offline), order/ purchase amount, order/ renewal date, product abandonment, return, cancellation, etc.
• Interaction with customer suppor t-interaction between your customer and your support team, such as support tickets, e-mails, and telephone.
• Interaction with the sales tea m-Details about follo w-ups and contacts before the sales representative and customers went with prospects and customers.
• Agree Setting s-Record of consent to data processing provided by users. With regulations such as GDPR, users can agree to the selected data collection purpose, and refuse those who do not agree, such as personalization, remarketing, and A/B tests.
• Marketing Tool s-Social Platform, SEO tools, advertising platforms, e-mail marketing communication, marketing automation platform, etc.

As you may have noticed, the SCV is composed of information collected directly from the first party data, that is, brands and companies.

First party data manages data and provides transparency of how to acquire it. It is also much more accurate and appropriate for specific companies and businesses, and this area is given priority over secon d-party and thir d-party data. For this reason, SCV is a more powerful and valuable tool for deeply insight into each customer.

If you want to know the advantages of first party data, read our blog post, "Why First Party Data is the most valuable for marketers."

How you can use a single customer view in digital marketing

The data included in the integrated profile can be used in various ways, depending on the needs of the organization and the marketing channel used.

The data you access can answer many important questions:

• What are your preferences and interests?
• What kind of products or services did you buy, show interest, or abandoned?
• Which stage is the buyer journey?
• How did the user contact your company and what kind of touch point passed?

While a 360-degree customer view offers marketers a wide range of possibilities and insights, personalization is at the heart of SCV. By integrating data collected from browsing behavior with user profile information, you can display products and content that resonate with your visitors.

In particular, leveraging a unified customer profile can lead to the following benefits:

• Cross-selling and upselling campaigns
• Facebook and Google Ads campaigns
• Email and social media campaigns
• Loyalty programs (promotions, discounts)
• Service and product advice
• Customer support and sales communications
• Customized product recommendations
• Cart abandonment reminders
• Personalized onboarding

The list goes on and on. It's just a matter of your creativity and available resources.

Applications of SCV Source: cdpinstitute. org

What are the benefits of applying a single customer view?

So far, we've explained what SCV is and what data it consists of, but how exactly can SCV help your business?

Here, we've summarized the most important benefits of incorporating SCV into your marketing strategy:

Ability to store customer data in one place and make it easily accessible for different departments

By creating a 360-degree user view, you can store all your user information in one place and see all their characteristics at a glance.

A unified customer view solves the problem of siloed and duplicated data, which is a side effect of keeping information separate without proper integration as organizations add new channels and software.

A data silo is a collection of data that is managed by one department or team and isolated from the rest of the organization.

When data is isolated and only accessible to one department, it's hard to share user information between teams and use it to improve customer experience. It also means a lot of duplicate data in systems.

With a unified customer view, everyone in the company knows where customer data is and where it's stored. For example, when someone in a meeting needs information about a customer to point something out or make a decision, they can get it quickly and trust that the data they're looking at is accurate and up-to-date.

It also unifies disparate data sources and identities into a comprehensive customer overview that a wide range of departments can use for their work and the tools they use.

For example, a user may submit several contact forms with different phone numbers but the same email address.

SCV thus helps to avoid inefficiencies that arise from a proliferation of data sources. Every department in the organization has access to the same range of accurate information about users and can use it for their own purposes.

How to connect data dots with marketing technology

Most marketers use numerous marketing systems, which, when combined, form the so-called "marketing stack". Integrating them to achieve a unified customer view is difficult and requires a deep understanding of the nature of these connections.

Experts from the Customer Data Platform Institute explain the different ways of integrating them:

Directly connecting different marketing systems with each other. This can require a lot of work from a technical point of view, depending on the specific systems involved. Such an approach may not be the best solution, as it requires establishing too many connections between individual systems.

Access to multi-channel and multi-device marketing data

Given that we have access to huge amounts of data today, it becomes difficult to collect data points from different channels and connect them properly.

According to Aberdeen Group

"Companies with very strong cross-channel customer engagement retain 89% of their customers on average, compared to 33% for companies with weak cross-channel customer engagement".

When analyzing marketing data, the following questions need to be answered:

• What is the effect of marketing activities on conversion rates?
• Which devices lead to conversions most often?
• Which channels contribute most to conversions?
• How should you allocate your marketing and advertising budget to maximize your conversion rate?
• How can you reduce your acquisition costs per marketing channel?

Finding the answers to these questions can take time and effort.

Marketing attribution can be a real headache, as users move from smartphone to desktop to tablet and back again to visit your website, or use different browsers during their visit.

Also, a single user may move between touchpoints on different online channels. For example, they may click on a Google ad, visit your site directly, and navigate to your site from an organic search.

That’s where the Single Customer View comes in. With SCV, you can take advantage of models like multi-device and multi-channel attribution that help you assign the right amount of credit to each channel. You can stop using old and ineffective conversion attribution models that rely on last click or first click.

The SCV helps reproduce all touch points, regardless of the entire process with the user's brand or the number of devices and channels used for contact. With this information, you can plan and adjust the marketing strategy more appropriately and accurately evaluate the results.

Understanding customers through finer segmentation and analytics

Detailed information about apps and website visitors is equivalent to more information available when creating audience segments. Unlike aggregated data that all visitors misunderstand that they are the same, segmented data reflects the actual difference between visitors. People use a variety of devices and browsers, have many population statistics, and use your sites and apps to face various problems.

Accurate data is a segment of users based on relevant attributes and actions and provides better insights.

By accessing SCV, you can segment the user as follows:

• Purchased Life Cycle Stage
• Specific place
• Occupation and role in the company
• Purchase history
• hobby
• Visit pattern
• Browsing content
• Industry
• Contact preferences
• Conversion data
• User type or persona
• Activity date and time

With a strategically created segment, you can adjust the marketing message more accurately according to the needs of visitors. And it can increase user satisfaction with the brand, reduce marketing costs, increase value creation, sales promotion, and royalty construction opportunities.

Being able to make more informed, data-driven marketing decisions

By grasping the consumer's behavior more overall, there is no need to make a marketing decision based on pure beliefs. Forget the marketing campaign.

Single Customer View can improve the performance of the campaign by confirming which marketing activity is the most effective and what communication can be obtained and identifies the most valuable customers. Masu.

You can analyze the behavior of each user in more detail and plan the next action based on it. As a result, it is possible to adjust the proposal of cross cells and upsels more appropriately, increase the customer maintenance rate, and optimize advertising expenses.

Your team will be able to approach customers at the appropriate point of the purchase process, rather than prolonging marketing campaigns because the understanding of customer journey in each segment is insufficient.

All of these data reflect the marketing strategy aspects, such as who Persona is, what kind of activities targeting persona, and what kind of value will your brand propose to customers. You can.

Providing better personalization and targeting

With a full view of user data, you can improve your personalization efforts with a single customer view.

As a McKinsey report shows, 71% of customers expect personalized communications and products and services tailored to their needs from the companies they buy from.

And the results of meeting customer needs are tangible, with 80% of companies reporting improved business performance after implementing personalization into their strategy.

Working with inaccurate or incomplete data makes it easy to make mistakes. For example, you might send the same content to a single user multiple times, or waste your marketing budget advertising products to users who have already purchased from you.

A fully dimensional customer profile that includes visitor habits, demographics, click behavior, purchase history, and lifestyle preferences provides a deeper understanding of their needs, habits, and intent than analyzing only one type of data.

You can combine data that was previously only accessible to certain departments to create more advanced segments and perform more granular targeting. This allows you to develop more relevant communications and offers across digital.

Based on the buyer’s location and purchase history, you can send them customized messages with information such as events taking place in their area or events hosted by the stores they frequently shop at.

By looking at the customer’s interactions with their email and social media profiles, you can target valuable buyers who were less active on your marketing channels with special campaigns and promotions.

If you deliver the right message at the right time at each stage of the customer journey, customers are more likely to purchase your products or sign up for the services you offer. This leads to increased loyalty and higher lifetime value (LTV).

By delivering individualized user experiences, you can differentiate yourself from your competitors, drive growth, and improve your brand’s positioning as an industry leader.

Cultivating customer lifecycle marketing

By having a detailed understanding of user behavior throughout the user journey, you can influence customer lifecycle marketing. Customer lifecycle marketing (CLM) consists of strategies that organizations can apply to influence customer behavior throughout all stages of the marketing cycle, from reaching users to acquisition, conversion, retention, and brand loyalty.

The customer life cycle marketing strategy depends on the complexity of the customer journey and the number of touch points and channels in each stage.

In order to have a positive impact on customers in customer journey, you can use various sources for customers (demographic data, transaction data, behavioral data, etc.). These data can be used to develop customized campaigns based on customer journey stages and detailed customer segment information.

Customer life cycle marketing also greatly depends on personalization. Under the CLM strategy, customers can be divided into the following groups:

• Prospector s-Customers who were a little interested but have not yet purchased
• Active Customer s-Customers with purchased experience
• No n-active custome r-Customers who have purchased but have not been purchased recently and have the risk of cancellation
• Extr e-Efficient custome r-Customers who have purchased but have not purchased for a long time

Your goal is to turn all of the prospects, no n-active customers, or expired customers into an aggressive buyer of your product or service.

Fortunately, using the data provided by SCV, you can easily detect individuals classified into these three categories. And you can prepare a marketing campaign to regain their interest and royalties.

Single customer view – use case example

Suppose you want to identify customers who were once active in products and services.

The first thing to do is to use the data obtained from the user's integrated view. Then, create a segment based on the following items and identify the appropriate user group:

• Time from the final order
• Frequently purchased frequency
• Purchase amount

By doing so, you can find users who used to be purchased frequently and paid a considerable amount. However, I stopped purchasing for some reason.

With this knowledge, you can provide a dedicated email campaign with an attractive promotion code, and make their interests again to your brand.

Easier to stay privacy-compliant

In modern marketing, it is necessary to confirm that you are collecting and saving customer data in a way that complies with personal information protection in order to comply with the Personal Information Protection Law, which tends to be quite severe, such as GDPR and CCPA. There is.

GDPR requires the following companies:

• Fixed an inaccurate record shared with a third party
• Respect the rights of consumers who access customer information.
• Having the legal basis for processing personal data
• Get an effective consent to collect, hold and use personal data.
• Maintain the procedure for detecting, reporting, and investigating personal data infringement.

Information on all the above aspects needs to be recorded and stored so that it can be easily accessed when needed - for example, to prove compliance in case of an audit.

That's where a unified customer view becomes valuable again. Having an SCV with cleansed, legal and accurate information is an important step to mitigate and offset some of the risks of violating these regulations.

CSV also helps resolve consent decisions and preferences at an individual level. This way, you get a clear picture of the purposes for which each user's data can be processed.

Consider simplifying and streamlining the user consent collection process by combining your analytics stack with a consent management system.

If you want to know how technology works in line with GDPR, check out our post: Customer Data Platforms: The Best Choice in a Post-GDPR Landscape

How to create a 360-degree customer view

As mentioned above, creating a unified customer view is a complex process that involves integrating data scattered across digital sources and removing so-called data silos.

From a practical point of view, it is important to focus on the following points:

Before building a single customer view, it is important to have a journey-based view of customer interactions. By thinking about the end-to-end customer journey across multiple channels, rather than isolated touchpoints, you can assemble the pieces needed to solve the puzzle of a single customer view.

Because it is a non-linear path, you need to consider their current and past movements, going back and forth. That way, you can easily predict several steps ahead.

Furthermore, you follow users on all channels, observe them as they switch channels, and always pay attention to their pain points to help people when they get stuck. To connect and analyze all this data, you can rely on customer journey analytics.

To learn more about building a 360-degree customer view profile and journey analytics, read here:

• How Analytics and Customer Data Platforms Help You Track the Full Customer Journey
• How Customer Journey Analytics Transforms Customer Experience Optimization

#1 Have a sound strategy in place

Creating a 360-degree customer view requires a lot of effort and planning. With a thorough strategy, you can define the scope and objectives of your SCV project. First, you need to know what you want to achieve with SCV and how it can help your organization.

In addition, it is necessary to involve the various departments in the company, prepare for the introduction of changes in the entire business, and manage various resources, such as budgets, assets, and external suppliers.

Then, it is necessary to identify the data source to be introduced in a single audience, prioritize, support data collection, integration, analysis, and select appropriate technical solutions to use it.

#2 Merge user data from different sources

Once all data sources, such as CRM, e-mail platform, marketing automation platform, and transaction system, are in place, and the type of data to be put into SCV is determined, it is necessary to merge the data fragments to a single record.

The most efficient method is to integrate all data points for users and to adopt a CDP that can fully understand the behavior of the user.

#3 Resolve customer identities

Identity Resolution is a process of creating an addres s-friendly customer profile by analyzing and solving multiple touch points, attributes, and systems. This is usually performed by a software system such as a CDP, comparing and comparing and comparing and comparing e-mail addresses, login data, device IDs, cookie IDs, and phone numbers.

The stitching process uses algorithms and statistical analysis to create permanent customer identifiers that can be used across systems and campaigns. This customer identifier is used to further enhance customer profiles when more data becomes available.

ID collation is a deterministic collation method that guarantees 80 to 90%of accuracy, and can identify and share users over a wide range of datasets.

Customer ID collation supports anonymous or ambiguous data. You can summarize different data collected about individual customers by recognizing that they are referring to the same visitors.

With such a hig h-precision profile matching, you can build a rich and expanded person profile database, and you can further enhance users along with all user journey with your brand.

What to do after creating an SCV

First, all the related teams in the organization need to be able to access the collected single customer view. Various departments can analyze SCVs at multiple levels to determine the trends of the industry, success and failure of marketing, customer engagement, how to r e-adjust the initiatives, and more focus. All of these insights can be shared between teams.

Now it's time to act. Insights gained from analyzing organized and consolidated customer data can be used to refine marketing and sales efforts and nurture loyal customers. A clean, updated single customer view helps to weed out existing customers from costly top-of-funnel efforts that are irrelevant to them. Insights on customer engagement can guide future marketing plans and product development.

Issues with building a single customer view

A new survey from Experian reveals that 81% of marketers say a 360-degree user view is difficult to achieve.

Some barriers are easy to overcome, especially if management perceives the payoff as worthwhile as it is for the effort. Money and internal politics are some examples. But others take more time and effort.

Poor data quality

The quality of data for marketing initiatives is crucial. To create SCV, everyone from marketers to customer experience specialists need to ensure that their organization has reliable and accurate information about their customers.

Part of this process includes keeping data up to date as it can become stale. That's why it's important to regularly monitor your databases and, most importantly, validate your data sources.

Disconnected data

Meanwhile, more than half of corporate brand marketers say that the main obstacle in building a cross-channel marketing strategy is data integration to develop SCV. This is due to the lack of the right technology to facilitate the process.

Fortunately, CDPs can be adopted to create and maintain a complete customer record. These platforms help aggregate user details from multiple sources, create detailed segments, and effectively apply the data in content personalization, remarketing campaigns, and other marketing activities.

Legacy systems

Despite the abundance of data at hand, many organizations need help leveraging it due to their reliance on legacy systems. This, along with poor data quality and standardization, is the biggest obstacle to data integration.

And when it comes to building SCV, data integration is paramount. Marketers have to face the challenge of data being scattered across channels and stuck in outdated systems.

There is also a high chance that past data is only stored in a data warehouse, as it does not fit the format of the new system or is not accessible in the new system.

Moreover, legacy systems may contain terminology and procedures that are no longer relevant, which can hinder understanding of current techniques.

Next steps

Thus, a 36 0-degree customer view is a very effective way to manage user information. Also, if you are interested in creating a unified customer profile in the organization, there is no tool that will be released in the future.

If there is CDP, collect siloized data into one customer record, segment users based on specific conditions, provide personalized customer experiences with different channels, and enhance records with other tools. You can.

Related article:

• Audience targeting: How to use CDP well
• What is customer journey analysis?
• Data Management Platform and Customer Data Platform Four major differences [Updated

However, the topic of single customer views and CDP can make many questions.

Our experts share their knowledge of using SCV to increase sales and consumer royalty.

We will also answer questions about CDP we are developing and explain how CDPs can be used to integrate and activate customer data. < SPAN> Thus, a 36 0-degree customer view is a very effective way to manage user information. Also, if you are interested in creating a unified customer profile in the organization, there is no tool that will be released in the future.