Mark Patron says, Digital marketers have moved from a campaign driven to a more customer centric approach. The resulting customer dialogue has led to a greater need for a single customer view.

However legacy systems have created data silos resulting in the need for more data integration. This has repercussions for how marketers should think about their technology.

Thankfully the industry is aware of the need for change, as our latest research found that 97% of digital marketers in large US retailers think integration of customer experience technology is ‘important’ or ‘essential’ to their growth.

Why has data integration become so important?

For many businesses data has become their most valuable asset. But to utilise the value of customer data marketers need a single customer view, which means integrating their data silos“.

Why data integration is vital for marketers trying to achieve a single customer view

‘Econsultancy’ Blog

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