September 15, 2020

Marketing Land: Should marketers worry about a single source of truth?

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https://marketingland.com/should-marketers-worry-about-a-single-source-of-truth-281369

Should marketers worry about a single source of truth?

2020-09-08 20:10:38, Kim Davis on September 8, 2020 at 4:10 pm, Marketing Land

Content Categorization
/Business & Industrial/Business Services

Word Count:
725

Words/Sentence:
20

Reading Time:
4.83 min

Reading Quality:
Adept

Readability:
13th to 15th

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As Maigler says, marketers do need all their customer data in one place, but if analyzing it and activating it remain time-consuming processes, then the single source of truth adds no value.

A first step in the direction of a single source of truth about your customers is a centralized repository for that data.

That's a definition with three elements (pre-built software, a single view of the customer, and the utility of that single view), and different so-called CDPs tend to place weight on different elements-especially as between data storage and management and campaign execution based on the data.

That hasn't been easy to achieve, even in the context of the major CX suites like Adobe, Oracle and Salesforce, where building out the offering through acquisitions led to the challenge of tying customer identities together across a series of specialized clouds.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist.

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