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How to leverage customer data and the single customer view

Discover the potential of customer data and unleash its power to elevate your marketing efforts with the single customer view.
Analyzing customer data and viewing it from a single customer view

In the modern data-driven world, companies can use customer data to provide valuable insights into their preferences, behaviors, and requirements. However, the true potential of this data lies in the ability to integrate it into a unified view, known as the single customer view (SCV). Keep reading to discover more about SCV and, the customer data platform.

What is a single customer view?

A single customer view (SCV)  is essential to gaining a complete and organized overview of the information your company has on your clients. By consolidating all customer data into a centralized location, businesses can easily access a comprehensive overview of their customers, their preferences, interests, and purchasing behaviors. This allows brands to create personalized campaigns and engage with their customers on a deeper level.

What is is a customer data platform that allows marketers (that’s you!) to pull all your data from all your tools and all your channels together into a single customer view. 

That’s right, unlocks that single customer view that remains elusive for too many businesses —unified, holistic data. Everything that you know about your customers across all your channels and devices, across all your internal systems – all in one place, ready to be activated. 

Now that all your data is in one place and right at your fingertips, lets you make it available to any of your customer touchpoints. Then, you can push it into a powerful customer engagement platform like Dotdigital, transforming your data into smart marketing campaigns your customers will love.

How does work?

Here’s how works: So, you’ve got your customer insights locked, loaded, and in the right format for your tool or channel. It’s time to create the kinds of bespoke customer experiences that delight your audiences and drive revenue and ROI. But… how?

How do you get from all that first-party data (the live information you hold about your customers) to solid-gold marketing genius? For starters, you create that single customer view we talked about using a customer data platform like

Your new and existing contacts expect (often demand) only the most relevant content to be delivered to them. Analyzing and segmenting your data in the right way keeps people engaged with your brand, saving you countless unsubscribed.

The benefits of single customer view

The single customer view (SCV) offers many benefits for companies aiming to leverage customer data effectively. Here are some key advantages of SCV:

View engaged subscribers

SCV allows you to gain a comprehensive view of each customer’s interactions and engagement with your brand. This helps you identify your active subscribers and who’s at risk of subscribing to better understand their behavior. You can then nurture your engaged subscribers along the buying cycle while curating tailored content designed to win back lapsing contacts. 

Personalize your channels

Personalizing channels for your customers is crucial, and SCV plays a key role in achieving this. By discovering your contact’s preferred channels, you can engage with them more effectively, whether it’s through email, SMS, social media, your website, or any other platform. 

Engagement levels can differ across channels, but with SCV, you can identify the most effective channels for acquiring new customers and those that your regulars prefer. This allows you to concentrate your efforts and deliver the right message to the right person, on the right channel.

Offer targeted product recommendations

Having a single customer view is key to creating personalized product recommendations that match each customer’s needs and interests. With a single customer view, businesses can spot patterns and connections. 

You’ll also have the ability to establish a deeper connection with your customers and foster long-term loyalty by consistently delivering products and offers that resonate with their tastes and preferences.

Create customer segments

With an SCV, companies can segment their customer base based on various factors such as age, gender, geo-location, purchase history, browsing behavior, and more. By examining the data, businesses can uncover insights and trends that help them understand which customers belong to each segment. 

Using a single customer view to create segments enables targeted marketing campaigns. By analyzing individual preferences, spending habits, and frequency of visits, businesses can reduce dwell time, deliver personalized and relevant messages, and maximize sales and ROI.

Leverage the single customer view

By adopting the SCV approach and utilizing platforms like you can greatly improve your customer engagement, boost your revenue, and cultivate lasting customer loyalty in today’s ever-changing and competitive data environment.

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