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.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.