More than ever before, marketers have an opportunity to see and interact with customers and prospects across the largest number of channels and platforms. That provides more data to identify patterns in behaviour that can be leveraged to create better messages and interactions with them. However, these multiple touch-points have also complicated the viewpoints and decisions marketers make in relation to customers. That’s why it’s important to collect all those perspectives and create a single view of each customer.
https://www.marketing-interactive.com/features/creating-a-single-view-of-each-customer/
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