Everyone in the marketing world knows that the customer now owns the game – but we still don’t know our customers. According to the 2015 Digital Marketer Report, 89 percent of marketers have challenges creating a single customer view, largely due to poor data quality, siloed departments and inability to link technologies.
Yet senior marketing leaders still fail to prioritize a single customer view. According to the same survey, “collecting, linking and managing data” and “integrating technology” fell behind “telling our brand story” in priorities for marketers at a director level or above.
Telling your brand story may be a key priority – but it’s not possible without the commitment to prioritize a single customer view. Understanding customer identity and behavior across channels is crucial to developing and sharing your brand story effectively.
So what are you to do? Start by reviewing your current strategy. What are your biggest challenges? How does your current strategy affect your customer’s experience? How does it affect your present (and future) brand equity? Then use your answers to build a business case for your manager or team to prioritize a single customer view.
And lucky for you, we’ve created an exercise that will help you do just that! Download the 11-question worksheet, fill in your answers, and use the resulting insights to open a dialogue about the costs and benefits of linking your data to develop a stronger understanding of your customers at an individual level.
