Experian Report: Senior Managers Prioritize Data Integration But Not Single Customer View

Coincidentally, we have a survey from data vendor Experian, which last year spun off its own marketing services business as Cheetah Digital. The survey offers intriguing insights into the thinking of a broad range of senior executives who were mostly outside of marketing. For example: Single Customer View ranked dead last among planned data management projects, far behind data integration, analytics, and master data management. And, 54% of respondents think their customers are fully aware of how the company uses their data and trust the company to use it responsibly. Seems unlikely, but, then again, Experian has its own issues with responsible treatment of customer data.