Even with the best security, the best segmentation and the most appropriate targeting, brands struggle to use their data to best effect because they don’t have a single view of all the information they have on each customer.
When a retailer is holding the online sales data in one place, the in-store data in another and the loyalty data somewhere else, how can that brand be sure that the picture they have of a customer is complete?
Without being able to tie up the behavioural and transactional data, as well as customer preference, the brand risks betraying some of the hard-earned trust which marketers, work to build and maintain.
While security and targeting should always be a priority, unless all data is combined, even the most innovative brand will not be truly engaging their customers.
Luke Griffiths, Vice president, professional, services and marketing, e-Dialog International