Getting the basics right
“Single Customer View” is touted around pretty regularly. Its the ultimate isn’t it? Getting that complete understanding of your customer, and all held in one central place. The problem with it is that as digital data proliferates, especially in this social media world of ours, so the amount of data we have to capture grows too. It used to be that an SCV would hold transactions, campaign history, call-centre data and, if you were lucky, some survey attitudes. Now we have to add to the SCV pot the following – email behaviours, web behaviours, geo-dems and individual level lifestyle data. And we’re just starting to chase our tails, trying to work out how to add in social interactions, connections, tweet activity and all the other paraphernalia of the social media sphere. Maybe as marketeers, we just need to sit back occasionally and concentrate on the things that really matter.