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  1. A 360-degree view of a customer requires a fairly sophisticated IT system, linking purchase points to all the different marketing channels. That data is already embedded in existing – disconnected – systems. Connecting them is complex IT work, and very political. Even adding a new layer over the top is complex IT work, extremely costly, resisted by IT departments (who are already overworked), with no simple proveable business case for ROI.
    It’s not simply a matter of getting some analysis tools – the difficulty is getting the data into them.

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