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…