The COVID-19 pandemic reshaped consumer behavior and prompted businesses to revamp their data marketing strategies. Single Customer Views (SCV) gained prominence as a means to create a unified customer profile by aggregating and reconciling data from various interactions. Unlike Customer Data Platforms (CDPs), which focus on first, second, and third-party data for marketing activation, SCVs primarily consolidate first-party data to provide a 360° view of customer behaviors. This consolidation aids various business departments in understanding customer needs more effectively.
Covid highlighted the need for businesses to effectively capitalize on their data, leading to a resurgence of interest in technologies like Single Customer Views (SCV).
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