This eBook aims to provide you with all the information you need to take the necessary steps towards understanding and implementing “the holy grail” of an SCV, successfully, at your organization.
The Ultimate Guide to
Single Customer View
2. What is a 'true' SCV?
2.1 What is the difference between a data warehouse and an SCV?
2.2 Data governance and preparation
3. What are the benefits of an SCV?
3.1 Better data = Better marketing
4. How do you measure the ROI of an SCV?
5. Key considerations before building a Single Customer View
5.1 How do I get the business to commit?
5.2 Do I want a fixed price or agile development?
5.3 I work in the B2B market – who is my ‘customer’?
6. What are you buying when you invest in an SCV?
When approaching the subject of a Single Customer View (SCV), you’re going
to encounter a wide range of views.
In 2016, Technology for Marketing asked its Board of Experts their thoughts
on SCVs and the responses ranged from “mythical beast formed by hype” to
“the holy grail for customer relationship management”.
Clearly, there are many opinions – and more than a few misconceptions –
about a Single Customer View. So it’s understandable that businesses looking
to optimize their marketing strategies have reservations about what an SCV
can achieve – if they believe such a thing exists at all.
This eBook aims to provide you with all the information you need to take the
necessary steps towards understanding and implementing “the holy grail” of
an SCV, successfully, at your organization.
2. What is a ‘true’ SCV?
Let’s start by demystifying the belief that an SCV is a “mythical beast”. It isn’t –
but it’s not easy! Many have tried to achieve an SCV and failed, but many have
succeeded and seen hugely positive returns as a result.
There are many perspectives on what a Single Customer View is (and isn’t),
one of the most common misconceptions being the notion that an SCV is
either a piece of software or an off-the-shelf product.
The Single Customer View is not a product but is in fact a process that your
data must follow to make it ready and suitable for marketing, analyt