Marketers work hard to build their customer database. But do they know its value? Do they recognize it as a business asset? Most important, can they measure its future value and maximize the potential incremental revenue?
2018 was another year of explosive growth for marketing technology solutions that retailers need to sort through. The number of providers keeps multiplying, and with it, the number of claims that confuse and disillusion retail marketers.
Customer data platforms (CDPs) and the single view of customer (SVC) were last year’s hot topics among retail marketers, particularly those who had already been burnt by various solutions that overpromise and underdeliver.