More than ever, enterprise organisations need a 360-degree view of their customers to deliver the kind of high-quality, consistent customer experience that’s the cornerstone of business success in the 21st century.
They need to be able to deliver relevant, targeted marketing communications at every point in the customer journey, through every channel the customer might choose to use, at scale and, increasingly, in real time. The result has been an explosion in marketing and advertising technology, but the key to its effectiveness remains the data that fuels it. That’s why data management tools have emerged to become such a crucial part of a marketer’s toolkit.