Posts tagged with Single Customer View

Marketing is failing at its top priority: Three findings from new research

In new research, Econsultancy has discovered startling ways modern marketing is failing at what should be its top priority: Recognizing customers as individuals across devices and media.

It began with a premise that won’t startle many data-weary marketers - that despite the assurances of the vendor community, achieving true customer recognition isn’t easy and isn’t happening for many companies.

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Cross-device

Cross-device measurement: what to look for in a solution

Whilst multi-device consumption is quite typical, for a marketer these usage patterns can be difficult to navigate and gaining a clear view of the user journey can be challenging.

So, how to improve cross-device measurement and deliver a seamless brand experience, with relevant, timely messages to audiences across all screens?

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Why personalisation is the key to gaining customer loyalty

Consumers are connecting with brands via multiple channels, which means retailers must do more to drive customer loyalty.

Marketing teams need to harness actionable insights from the multiple data channels available to them to create engaging and relevant conversations with the customers.

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Digital transformation: seven important steps for retailers

A new study reveals that 64% of Western European retailers are currently undergoing a formal digital transformation effort.

Also according to IDC Retail, all the top Western European retailers are in the process of determining the impact of digital and developing a respective digital transformation strategy.

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Three remedies for your marketing pain points

We all know the life of a marketer has become significantly more stressful over recent years.

Unsurprisingly, 78% of marketers feel that their job is more stressful compared to five years ago.

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Three key trends from our Data-Driven Marketing Briefing: Digital Cream 2015

Consumer data has arguably become the most valuable currency for marketers. 

The value of some of today’s largest organisations (Facebook, Twitter, Instagram) is based almost entirely on the number of people that connect using their platforms and by the marketing potential of the data they generate.

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How are organisations integrating the single customer view?

Customers have assumed the position of power in their relationship with brands.

As technology gives people unprecedented information and choice regarding products or services, companies have to work twice as hard on meeting and exceeding customer expectations at every touchpoint.

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Three brand case studies on creating a single customer view

Even in the UK where online shopping is at its highest (compared to offline), the percentage of transactions that happen online is around 13%. 

Which basically means that 87% of purchases happen offline and therefore 87% of purchase data potentially goes uncaptured.

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15 fascinating insights from Econsultancy’s 2014 reports

We’re not just a pretty face.

As a regular visitor to the blog, you’ll no doubt be aware of the magnificent free content on offer to you from our small band of marketing and digital experts here on the blog.

This is just scratching the surface of what Econsultancy has to offer though...

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SCV front cover

The single customer view: Is it really achievable?

Achieving a single customer view is supposedly the ultimate goal for digital marketers, but is it really feasible?

Building this complete, joined-up view of the customer is a costly and time-consuming project, and while some have made decent progress, others still have a mountain to climb.

A new report published today by Econsultancy and Innometrics investigates the current landscape for businesses seeking to obtain that single customer view, and looks at how brands are approaching the gap between digital and retail, among other challenges. 

The Single Customer View report features in-depth opinions from senior-level executives working within ecommerce, online and marketing departments, from companies including Mothercare, Camelot, myHermes, EE, Clarins, Rank, Occam and Seren.

Here’s a brief summary of three topics investigated in the report...

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What is customer lifetime value (CLV) and why do you need to measure it?

In this article I'll ride into the dusty, obfuscated world of marketing phrases, acronyms and buzzwords and try to make sense of it all in the clearest language possible.

Which means I should probably stop using words like ‘obfuscated’.

Following on from yesterday’s guide to single customer view, let’s take a look at customer lifetime value (CLV).

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What is the single customer view and why do you need it?

In which I try to explain a seemingly complicated marketing term in the clearest language possible. 

I ran a rudimentary Google search to see what was out there, and of course the Wikipedia entry is the first result. Now don’t balk at this, in a rare moment for this series of beginner’s guides, I’m going to copy exactly what the Wikipedia page for ‘single customer view’ says…

"A Single Customer View is an aggregated, consistent and holistic representation of the data known by an organisation about its customers."

Uh-huh. Now that’s a little maze of jargon in of itself and being as it also contains the word ‘holistic’ it immediately places itself amongst the very worst buzzwords of the damned.

I’m sure there’s an easier explanation, so let’s make our way through the quagmire.

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