Big Data Marketing by Lisa Arthur

Author:Lisa Arthur
Language: eng
Format: epub
Publisher: Wiley
Published: 2013-09-22T16:00:00+00:00

Consolidation

Consolidation of data, processes, and workflow will help your organization move out of the Dark Ages. More specifically, you must identify where customer data lies across the business and integrate that data to create a single view of all interactions your customers have with your company. Most marketers believe that improved interdepartmental consolidation should be one of their top priorities; however, many are still struggling to develop that kind of understanding and insight. In fact, 82 percent of marketers in the Global Teradata Data-Driven Marketing Survey, 2013 reported they do not routinely have a single view of all customer actions. For example, while demographic data may be gathered and kept by marketing, support call notes are likely documented by the customer service representatives, and inventory stock-out statistics are recorded by operations.

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