The single customer view (SCV) remains at the heart of intelligent marketing. This whitepaper discusses how external data and services can help extend the solid coherent intelligence contained in customer databases to aid targeting within today’s fragmented online channels and concludes with what looks like the future of the online SCV – the Data Management Platform.
about the author
James Lawson has been a business journalist, editor and publisher for 17 years. He launched New Perspectives magazine for Pearson Professional in 1996, the first UK magazine to focus on marketing technology, analysis and data. In 1998, he founded Database Marketing magazine and published it for ten years before selling and becoming freelance in 2008. He now writes articles and copy for numerous clients in the marketing and data sphere.
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