A very timely piece on customer data utilized for effective customer journeys. The company used customer data in different formats and channels and created a holistic customer journey to understand customer lifecycle, arrive at personalized messages and select appropriate channels. Needless to say, entity resolution and record matching are a critical piece of this approach. Key decision makers also need to be fully bought in and coordination of different departments is a must for data sharing so that effective marketing can be achieved.
Posted on August 24th, 2016