RESEARCH & RESOURCES

New Data Practices for a Single Customer View and Omnichannel Marketing

TDWI Speaker: Philip Russom, Senior Research Director for Data Management

Date: Wednesday, May 24, 2017

Time: 9:00 a.m. PT, 12:00 p.m. ET

Webinar Abstract

Marketing has been one of the top beneficiaries of significant advances in data management, software automation, and customer analytics that enable a single view of the customer and power omnichannel marketing. Customer views and channel marketing are now inherently scalable to vast amounts of data, which enables marketers to track customer behavior in unprecedented detail across multiple channel contexts.

A single customer view is critical for organizations to provide a seamless experience as customers not only switch between channels but use multiple channels simultaneously. However, it can be a daunting task, especially as individual customer views can now contain hundreds –even thousands – of metrics and attributes, and analytics approaches now support correlations across data from diverse channels, behaviors, and views.

The success of your organization’s marketing function is not determined solely by having the best marketing skills. There is an unprecedented dependency on data, data management and data quality techniques, and enabling technologies to turn the vast amount of data into accurate, actionable, and trusted insights.

Join this webinar to learn the new data practices for IT and marketing to drive successful omnichannel marketing with a single view of your customers.

This webinar will drill into:
  • Benefits and use cases for data-driven omnichannel marketing
  • Best practices for designing and maintaining a customer single view that can in turn unify omnichannel marketing and enable a number of digital marketing practices
  • The role of data – both old and new – with a focus on adjusting established data management and analytics practices in support of omnichannel marketing

Philip Russom, Ph.D.

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