Towards a universal customer view

Customer expectations are evolving fast. When interacting with brands, people demand smarter, more connected, more personalised and more seamless experiences, across every single touchpoint. And as we become increasingly connected to smart technology, the pressure to deliver that seamless experience for our customers is only going to increase.

Many businesses understand this challenge, but are struggling to cope with the sheer volume of data available to them. In recent research 69% believe they struggle to turn data into useful insight because of the volume, variety and speed of information.1 And the volume of data will continue to grow at a rapid pace. It’s predicted that by 2025 the global datasphere will grow to 163 zettabytes (that is a trillion gigabytes) That’s ten times the 16.1ZB of data generated in 2016.2

This torrent of information is causing an ‘infobesity’ problem. Businesses are faced with an information overload. They have so much data, it can be overwhelming to know what to do with it all. How can they turn that data into useful information, unlocking its value and delivering better outcomes for their customers?

 

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Explored in this paper:

  • Benefits of a universal customer view
  • Achieving your universal customer view

 

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1 Experian Global Data Management Research 2019
2 Data Age 2025: The Evolution of Data to Life-Critical’, Seagate 2017