Why a Single View of the Customer is Vital for Marketers

SIGNAL Why Marketers Need to See Their Customers Through a Single Lens Consumers are engaging with your brand on any channel and every channel. 90% of consumers use multiple screens to accomplish a task-emailing, researching, shopping-over time." Nearly all of those tasks (98%) are completed within a single day.' AND CONSUMERS NOW EXPECT MORE THAN EVER. They expect you to know what they like, what they've bought before, and what they're looking for now. You have to show Increasing customer retention rates by 5% increases profits by 25% to 95%? your customers that you know them, or they'll go !$*% elsewhere. 85% of customers will retaliate against a company if their needs aren't met. BUT MOST ORGANIZATIONS ARE DEALING WITH DATA FRAGMENTATION. More than 60% of marketers say that messaging, execution and delivery strategies are fragmented across touch points.“ Marketers need 9 in 10 marketers agree that connecting their tools would improve customer engagement. Only 14% of marketers said they were strongly capable of creating a single view of the to get a single view of the customer." customer, but their data is 63% siloed across different tools say their tools are underutilized. and technologies. Marketers need a data foundation- a common Conduit that allows data to be easily collected, merged, and activated across all devices and channels. An enterprise data layer enables marketers to build a single view of the customer: a panoramic, holistic profile of all the first-party data that a brand has about the customer. A unified view of the customer helps marketers: Understand the Measure the Personalize the Target their entire customer impact of their customer customers more journey marketing experience effectively SIGNAL To learn more visit: ww gnal.co Sources: 1. Google, "The New Multi-Screen World", 2. Harvard Business Review, "The Economics of E-Loyalty", 3. Five9 2013 Contact Center Report,4.Econsultancy Cross-Channel Marketing Report, August 2014, 5. Signal Cross-Channel Marketing and Technology Survey, 2014, 6. Signal Cross-Channel Marketing and Technology Survey, 2014, 7. Emarketer, *Marketers Scramble to Unscramble Customer Data," July 2014