Oracle Data Cloud sponsored the IAB Leadership Meeting 2016, where industry influencers came together to discuss the customer experience in digital media and advertising. At the conference we rolled out, "The Cross Channel Customer Experience - Deconstructed" by visionary industry leader Omar Tawakol.
His article details the critical need for businesses to build a single profile of their customers to deliver a consistent experience across all channels. Below is an excerpt:
"The average consumer is spending more and more time generating data (and valuable signals) on their interest, purchase intent and brand sentiments across various channels. Unfortunately, to the business interacting with this single Jane Doe it often looks like unrelated data points from multiple identities across email addresses (many people have more than one), social handles, browsers, mobile devices and physical addresses (personal and business profiles create even more complexity).
In order to form a single view of the customer, businesses must create an identity map that connects multiple data points across seemingly distinct identities with the highest match rate and accuracy."