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Why you need a complete view of each customer—and how to get it

Why you need a complete view of each customer—and how to get it

by Wayne Young March 15, 2018  / CRM / Featured / One-to-One Marketing

As we’ve discussed before, the essential first step to people-based digital marketing is having a unified view of each of your customers.

Once you’ve got a unified view, what comes next? Getting a comprehensive view. If you rely on first-party or third-party data alone to understand your customers, you’ll be wearing blinders that block out vital information and opportunities. A comprehensive view requires an anonymized profile that merges external behavioral, attitudinal and purchase data with your internal database, with online and offline signals spanning millions of touchpoints across months or years of interactions.

But building robust profiles can be difficult for many marketers. Only 12% of marketers are able to accurately connect data to profiles. And only 5% can tie offline sales to online marketing—meaning that 95% of marketers don’t really know whether their digital efforts drive offline purchases.

With enough accurate, person-level data, you’ll drive smarter marketing. You’ll be confident your messages reach the right people (rather than just a guess at the right person, based on a cookie or device ID), at the moment they’re most likely to act (rather than after they’ve already acted), on the channel in which they’re most likely to act. And you can fine-tune each message based on not just what the customer wants to buy, but why and how they want to buy it.

The most effective way to achieve a comprehensive customer view?

Work with a single, end-to-end partner (rather than a series of fragmented vendors) that can maintain control of all your customer data, unify it into persistent profiles that last for years, and accurately attach person-level data to each profile from over 200 billion online & offline interactions per day.

An important thing to note is that personally identifiable information (PII) isn’t required to achieve this unification. All PII can be—and should be—stripped out of person-level data before it’s added to the profile, in order to protect consumers’ privacy.

With these anonymized profiles, you’ll be able to deliver personalized messages based on all available customer knowledge: who they are, what they buy, what they watch, where they go, and beyond. All this real-time relevance adds up to positive brand experiences that your customers will be glad they didn’t block—messages they’ll actually want to see and act on.

To see the effect that unified, comprehensive profiles will have on your customer relationships, follow along with these sample customer journeys.

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