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Category Archives: Single Customer View

Attribution – getting the balance right!

By Joel Nicholson, Marketsoft The challenges… Do you sense the debate amongst your marketing team on attribution is in a never ending cycle? Or do you find sometimes keeping attribution simple works and yet sometimes it is too blunt or uninformative? How much impact is the plethora of emerging digital channels having on complicating your

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Why your CRM is crying for help!

By Joel Nicholson, Marketsoft The Challenges… Have you ever been initially sold that the new CRM will be “the” solution for our targeted campaigns moving forward? Are you looking to automate customer segmentation from data that only resides in the CRM? Do you have good visibility of exactly what data is in your CRM and

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Why isn’t direct response thinking working in digital channels

By Joel Nicholson, Marketsoft The challenges… How is customer acquisition via digital channels performing in your organisation? Are there some channels such as SEO and key word advertising that are driving consistent leads, yet other channels such as retargeting banner ads achieving very little? With the proliferation of digital channels to hundreds of options, are

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The 5 Deadly Sins Against Customer-Centric Innovation

By Jeannie Walters, B2C It’s no surprise when I hear that many business leaders believe they are investing in innovation. The real surprise, perhaps, is how those investments are not paying off. Traditional organizational culture has a tendency not only to create a sub par environment for customer-centric innovation, but to completely discourage innovative thinking

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Creating the Elusive Single Customer View

By Gary Allemann, bizcommunity Many organisations are investing significant sums and extensive time into implementing Customer Relationship Management (CRM) systems for their purported ability to deliver improved customer relations and client retention.   However, despite this investment, many CRM initiatives will fall far short of expectations. The reality is that CRM will not magically give organisations

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Four talking points from our new Unified Marketing Report

By David Moth, Econsultancy Obtaining a single customer view has become something of a holy grail for marketers, however its achievement is extremely problematic. An ever-increasing number of customer touchpoints and data sources make it near impossible for marketers to correlate all this information in one place. Econsultancy’s new report, The Path to Unified Marketing,

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Why Your Business Needs a Single Customer View

By Simon Oliver – Marketing Profs No matter what industry you’re in, all customers want to feel like they are the most important customer in your business. For that feeling to resonate through your customer base, you must not only know as much about each of your customers as possible but also actively use that

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Club Clarins: a step towards the single customer view

By Ben Davis, @herrhuld – Econsultancy It’s clear that brands’ current priority is uniting data. Companies are striving for the single customer view, allowing smarter marketing and increasing customer lifetime value or better mapping the customer journey. Even in the UK, where online shopping is at it highest (compared to offline), the percentage of transactions

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