Strategy - Marketing Week
Strategy - Marketing Week
Strategy - Marketing Week
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Single Customer View – Creating Visibility<br />
<strong>Strategy</strong><br />
In a multi-channel environment, you<br />
can’t truly identify your high value<br />
customers before you have an SCV<br />
‣ The data feeds are all dependent<br />
on how your business is organised<br />
Loyalty Programme<br />
Data<br />
Separate provider<br />
Separate data feed<br />
Call Centre<br />
Mail orders,<br />
complaints,<br />
engagements,<br />
feedback<br />
Social Media<br />
Identify brand<br />
advocates<br />
SCV<br />
POS<br />
Transactions<br />
<strong>Marketing</strong> Data<br />
Email sign ups, Response<br />
rates, marketing<br />
preferences; DM, email,<br />
mobile<br />
Mobile<br />
Transactions<br />
Web<br />
Transactions<br />
4<br />
4
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