Many companies have succeeded in reaching customer insights within their different channels, but the challenge is the division of channels. Data is placed in silos in different departments, which results in a fragmented customer image. A typical scenario is isolated customer data stored in different systems, such as ERP-systems, CRM-systems, as well as tracking- and web analytical systems.
The starting point is that the available data isn’t connected, whereby each customer seems like an individual customer in each system. The conclusion is that even though companies work structured with customer analysis, the holistic image of customer data across different channels fails. The same is often true for the type of information overview that companies seek – where, which, and when customers buy products, as well as how the customer journey looks from prospect to loyal customer, is still an unknown area to many companies.
A crucial step to achieving useful, valid insights, is, therefore, to consolidate customer data. This can be done by tracking the customer interactions across touchpoints – both in physical stores and in digital channels. In technical terms, this process is called Profile Unification, and the result of the process is a Single Customer View. Each user-identifier in the different data sources are linked together to form one primary user-ID. That way, e-mail, cookie-id, device-id, and loyalty club ids are connected to the same user. This process includes a variety of data processing methods such as deduplication, conflict management, and probabilistic matching.