Across multiple channels, it is tiring to identify the points of conversion and its causes. The most important question about ‘which channel is more reaping than others?’ is left unanswered if attribution is not activated. Another important question is about “Which customer type is most converting among the explored marketing channels?”.

The term multi-channel can get shaky, when your Single Customer View does not include offline sources. Channels such as voice, events, point-of-sale, direct mail, etc are left to the universe of dark data. But, a holistic CDP that provides a single view also configures and draws data from the offline marketing sources and channels for an ongoing customer data enrichment.

The most enticing reason to use a single view of customer is the ability to personalize. Through collective processes of cleansing, matching, merging and de-duplicating all customer touchpoints, online and offline, that a CDP brings together, improves personalization.

Especially in the B2C sectors such as retail and BFSI, owning a single view becomes imperative, for the sheer scale and volume that a marketer needs to handle. To create a unique experience and build a loyal relationship between the customer and the brand is dependant on how much the brand knows about its each customer.