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Single Customer View (SCV) -
The holy grail of direct marketing
FACT or QUESTION?
In an ideal world every time
we as consumers interact with a brand we expect to have the same
experience as the brand should know who we are, what we are
interested in and our history with that brand - This is the
Single Customer View in practice from a consumer point of
view
Reality is that the brand has
multiple products and multiple touch points all with slightly
different agendas, budget holders and databases. Single Customer
View has been the vision of the direct marketing world for
sometime now and millions of pounds is still be invested in making
that vision a reality
customer
profiling
segmentation
market sizing web analytics
single customer view |
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