The Customer 360 data program: Use cases, architecture and guiding principles
How do you form lasting relationships with customers who increasingly demand both infinite choice and instant gratification? You meet them where they are.
But to do that, you need to know where they are. You also need to have an understanding of what they want, how they purchase, and what their behavior tells you about their intent. A customer 360 (C360) data program can help by providing consistent views of customers across touchpoints—offering insight into who they are, and what, why, and how they buy.
In our 2022 Customer 360 data program guide, we partnered with Eckerson Group’s Kevin Petrie, VP of Research, to outline the steps and best practices needed to launch an effective Customer 360 data program and to share a sneak peek into the trends that will continue to affect change in the landscape of data-centric business.
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Download our guide for more on these key highlights:
- How both marketers and executives can make sense of customer needs, influences, and behavior to generate insights, take action, and create opportunity
- The 4 stages of an efficient, effective Customer 360 data program (one that integrates customer data, profiles customers, then activates those profiles and synchronizes updates)
- Three leading trends that have forced a shift in the landscape, and role of the CDP
