Trends & Innovation

Single Customer View - Myth or Reality?

By Econsultancy,
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Overview

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.

Table of contents

  1. Executive Summary
  2. Introduction
  3. Defining the single customer view
  4. The current landscape – how close are we to SCV becoming a reality?
    1. Are businesses aspiring to an SCV?
    2. Do customers want or expect businesses to have a 360-degree view of them?
    3. Who is driving the need for a Single Customer View?
    4. How real-time is SCV data?
    5. Mind the gap! Can the dots be joined between retail and digital?
  5. Challenges
    1. The battle against legacy systems
    2. Big data
    3. Marketing technology – a help or a hindrance?
    4. Justifying the investment
  6. Customer profiles – the opportunity
    1. Segmenting and profiling
    2. Creating personalised experiences
    3. Customer first
  7. Appendix
    1. About Innometrics
    2. About Econsultancy

Download a copy of the report to learn more.

Downloads

  • Pdf Disabled Single Customer View - Myth or Reality? (1010 KB PDF)
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