You don’t need a single customer view, you need a practical customer view
By using data your marketing can be smarter, faster and messages more relevant. This explains the current interest in customer data platforms (CDPs). I am a big fan of the idea of a CDP to bring together and make the best use of our data – and the story goes that we can create a single customer view with it. If we reach that holy grail, that would literally turn all marketers into superhuman marketers, wouldn’t it?