Cover art for podcast Viral Solutions: Your Chief Marketing Officer | Marketing and Business Strategy

Viral Solutions: Your Chief Marketing Officer | Marketing and Business Strategy

355 EpisodesProduced by Thomas von AhnWebsite

On this podcast, we talk about marketing strategies and tactics. Many of our podcast episodes will cover strategic marketing (segmentation, targeting, positioning, market orientation, branding, and offering development), but we will also discuss tactical marketing (Facebook advertising, email market… read more

13:49

How B2Cs Can Use Customer Data Management to Get a Single Customer View

Customer data management is tough these days. It’s complicated, and operational silos are an issue, making it harder and harder for businesses to gain a comprehensive, single view of their customers.

But having a single view of your customer is an integral part of customer data management. Whether or not it’s attainable, however, is another story.

A recent survey by the CMO Council demonstrated that only 22% of senior-level marketers feel having a single view of their customer is attainable.

What has been a reality so far is technology that makes things more complex and expensive, while at the same time putting up silo walls that separate data.

Here are some of the reasons we are dealing with siloed customer data:

  • Multiple Data Sources That Are All Structured Differently – Businesses all have numerous software systems and technologies that aren’t made to share data. For instance, the CMO Council survey indicated that 53% of the companies who implemented marketing software solutions installed five or more of them.
  • Multiple Devices – Customers use multiple devices, including computers, tablets, and smartphones, to make purchases.
  • Multiple Channels – Customers use several different channels to make purchases, including in-store, online, and via smartphone. In addition, customers also often switch between channels within one purchase. For instance, a customer might search for products on their phone, make the purchase on their computer, and pick up the item in-store.
Why Having a Single View of Your Consumer Matters

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