Guess what? The experts also promote a single-customer view …
DCA is not alone in prioritising a single-customer view. When speaking at the recent Australian Data Strategy Symposium, the head of Data@Ogilvy also advocated pulling data into a 360-degree customer view, combining transaction history, service, campaign response, channel behaviour and third-party data sources. Ogilvy highlighted analytics as the key to using this data pool to serve the right message at right time, with the aim being to structure and analyse data in a way that closes a feedback loop. According to Ogilvy, ‘Every interaction should improve the next interaction’.
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