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What Is a Single Customer View (SCV)? And Why Should Marketers Care?

A Single Customer View (SCV)—also called Customer 360 View (C360) or Unified Customer View (UCV)—is a dashboard containing the customer data, including personally identifiable information, for a single person.

How Millennials and Customer Data Are Changing the Car-Buying Experience

Customer Data and CDPs are uncovering interesting car-buying trends among millennials and other important automotive customer segments. Here’s how these insights are changing the car-buying experience.

Data Hygiene and Governance for Data-Driven Marketers

Who should own data management? Everyone, says marketing futurist and influencer Ross Quintana—but marketing, with its particularly data-driven nature, should lead. Learn why he supports a more inclusive framework for data management across organizations.

Four Customer Journey Maps (And Why You Might Need Them All)

The most successful marketers understand how their customers arrive at a decision to buy—as well as how and where to meet a customer and become a trusted guide for the rest of their journey. Getting to know your customer is just the first step. Understanding the journeys customers take to find, engage, and eventually advocate ... Four Customer Journey Maps (And Why You Might Need Them All)

5 Types of Ad Tech Marketers Need to Know

Are you trying to figure out ad tech? For marketers who aren’t steeped in the field, it can be a challenging world to enter, as digital advertising has reached new heights of complexity. With the rise of programmatic advertising, AI ...

What Does a 360-Degree View of the Customer Really Mean?

What exactly is a 360-degree view of the customer? Are you sure you’re not stuck at 270 degrees? Or maybe 45? Here’s how to round out your view for smarter, more effective marketing.

A Baby with a Royal Platinum Card? Personalization Fails and How to Stop Them

Ever think of getting your kid to charge your next vacation on his credit card? That might have been a possibility for the parents of 2-year-old Evan Hart, who were bemused when their little boy was offered a credit card with thousands of frequent-flyer miles...

Martech in Demand: What is a DSP and Why Should You Consider It?

What is a DSP and why does it matter to me? If this question is weighing on your mind, you’ve come to the right place. As data-driven marketers, our world is filled with acronyms and abbreviations, making it all too easy to get lost in a sea of ...

7 Key Data Analyst Skills for the Future

Today’s companies are swimming in data, thanks to rapid advances in data ingestion, unification, and storage. This trend presents many opportunities for businesses to improve their strategies and operations — for example, by using customer data to deliver more tailored, personalized experiences. The data revolution also generates intense competitive pressure, with businesses racing to outdo ... 7 Key Data Analyst Skills for the Future