Getting the basics right

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 ...