What is a unified customer profile and what are its benefits?

A unified customer profile helps your organisation deliver personalised experiences by centralising all data, behaviour, and insights. This can improve business operations as it’s easily accessed, can be shared across various teams without the need for each business unit to mine their own data.

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What are the common challenges when managing customer data?

Data silos

Data silos can significantly hinder an effective data management system, as they rely on limited or isolated sources, resulting in a skewed understanding of the customer. This can lead to inaccurate conclusions, such as missing important demographic insights or misinterpreting purchase motivations.

Data privacy laws

Compliance is mission critical and data privacy laws across borders are not static, they require constant monitoring. Remember that customers can give or revoke their consent to use their data at any time. It’s a fluid environment that demands vigilance and regular policy updates.

Inflexible legacy systems

Legacy systems are highly inflexible and isolate data to a specific channel or event. Outdated data is not your friend, and nor is it a customer’s.

What do you need to consider when creating a unified customer profile?

Organise and build a good data management policy

A strong data management policy ensures your data remains secure, compliant, and dependable, allowing you to trust its results. Start by identifying your data sources and applying the principle of data minimisation to maintain clean, reliable, and relevant data. The less is more approach is crucial here. With access to extensive data, it’s important to stay focused on the end goal and avoid becoming overwhelmed by data that is related but not always relevant.

Unify identity by building your first party data management strategy such as implementing a CDP

First party data is the information collected from your customer base, subscribers and visitors who interact with your website or make a purchase. A CDP helpfully collects, consolidates and aligns your repository and first party data into a unified view.

Adobe has built its Adobe Real-Time CDP on its Adobe Experience Platform. It pulls data from sources you have in-house to build customer profiles that power real-time experiences. Create high-value audience segments for real-time B2B and B2B use case without relying on third-party cookies.

Have a clear strategy around how your will maximise utility of a single view of customer data

Once you’ve built a single view of customer data, use it to best effect with a clear use strategy. What actions stem from the new insights and how can you improve the customer experience?

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