Gaining a single customer view
Achieving a single customer view might not be that hard. But will depend on where you are starting from and where you are trying to get too. Deciding what the final view should look like will help you understand if you have the right information and tools in place. Checking your current data and information before you start making any changes will save you time and effort in the future. Linking your marketing activity to your customer database will help you gain a better understanding of the customer needs. I've attached a short paper that helps explain the steps and why certain elements might not be taken for granted.