The number of different tools, channels, technologies that companies have with first-party customer data is increasing every year, which makes it harder and more difficult to create a Single Customer View.
The problem happens when these channels, tools, and platforms are isolated from each other and the rest of the tech stack. This means that the data stays in the individual channels, tools, and platforms which gives an incomplete view of the customer’s interactions with a company’s touchpoints – this applies both online and offline.
When customer data is isolated, you can easily lose track of your customer’s journey and interactions with your company, and you are for example not aware that a customer has already bought the product from your physical store when you target the customer online.
You are simply not able to deliver relevant and personalized marketing if you have a fractured view of your customers.
That is why you need a Customer Data Platform.