A ‘single customer view’ (SCV) is the nirvana of data-driven marketing and customer engagement. For decades, businesses have been striving for that utopian state of being able to know everything there is to know about their customers, across the entire lifecycle of their brand.

Today, many brands and businesses are invested in being able to build this single, joined-up view of their customers, with varying degrees of success. The reality of building this SCV is a costly and time-consuming exercise, and while some have made impressive progress, others have a mountain still to climb.

This report, produced in partnership with 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 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.

What you’ll learn from this research

  • The current SCV landscape – how close are we to SCV becoming a reality?
  • Challenges in the way of creating an SCV
  • Why you need a contextually-rich view of the customer

Who should read this report?

Anyone who is interested in building an SCV within their company, or for a client, will find this report useful. It will also be of interest to those that have an SCV strategy in place and are looking to benchmark their progress against that of other brands, or any marketer with an interest in data and customer profiling.