Big Data failings leave brands without single customer viewby
- Business-to-consumer organisations were the most advanced in their approach, considering the individual customer and capturing data through schemes like loyalty cards and point of sale.
- Business-to-business companies were less developed since the ‘customer’ is another company. This means that data volumes are lower and the focus is on the information within customer relationship management systems and performance against KPIs.
- The financial sector is the most varied. Regulatory requirements often mean that information crucial to gaining single customer view is held by the regulatory department with no cross over with the marketing departments’ efforts towards a single customer view.
After two decades of experience working as a journalist and editor covering business and technology, including over 15 years as editor of MyCustomer, Neil now works as senior content manager at skills-based workforce management platform provider Spotted Zebra. ...