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Best Practices in Building a Unified Customer Database

Many managers want a unified customer view, but few have one available.  This survey explores the current state of customer database, reasons companies want one, obstacles that get in their way, and best practices to ensure a successful project.  You'll find answers to questions including:

  • Where does the single customer view rank in managers' list of priorities?
  • What applications do managers see for unified customer data?
  • How are marketing systems currently organized?
  • What features are important in a central customer database?
  • Who manages marketing technology at most companies and how does that affect success?
  • What prevents companies from building a unified customer view?
  • Which technology management practices help companies create a customer database and which get in the way?

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About the Customer Data Platform Institute

The Customer Data Platform Institute is a vendor-neutral organization that educates marketers and marketing technologists about customer data management.   Activities include publishing of educational materials, news about industry developments, creation of best practice guides and benchmarks, a directory of industry vendors, and consulting on related issues.

The Institute is focused on Customer Data Platforms, defined as “a marketer-controlled system that maintains a unified, persistent customer database which is accessible to external systems.”  It is managed by Raab Associates Inc., a consultancy specializing in marketing technology and analysis. Raab Associates defined Customer Data Platforms as a category in 2013.