ID Unification: How top marketers are beating the odds - ERP Spain.com - España y América Latina

Modern marketing has become customer-centric. Rather than one-way, generic message broadcasting, marketing today is about delivering a relevant, personalized experience… but how do you deliver relevance if you don’t know who you’re talking to?

Knowing who each customer is and what she cares about is a major challenge with two parts:

Data collection - picking up the digital breadcrumbs from each customer interaction
Data unification - tying together customer details from multiple interactions and databases