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:
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