When Less Data is More

It’s so tempting isn’t it? You’re all agreed you need to pull together your different databases because they’re ‘all over the place’. You’ve organized and accounted for the budget. All the stakeholders are on board, have given their blessing, and promised their support.

Now you need to decide what data you want to port across to the Single Customer View… and that’s when it all starts to go wrong.

The temptation is to simply say ‘everything… we want to port across everything’ but that’s exactly what you shouldn’t do!

If you port across all your data, all in one go, all you’re doing is migrating the data from several places to one place, rather than picking it apart for the key insights as you go.  You still end up not being able to ‘see the Wood for the Trees’… it’s like receiving all the radio waves from the SETI program all in one go, and being so overwhelmed by the sheer amount of data, that you fail to see the signal that tells you there’s extra-terrestrial life out there.

So what’s the solution?

Like most situations, the solution is simple… know and prioritise what you want from the data before you begin the implementation.  Ensure you’ve briefed your technology provider and your Data Scientist, so that as they migrate your disparate data sources across, they can choose the record fields most suitable for answering your objectives.

At the end of the day a Single Customer View is just another tool in your toolbox… a fantastically useful, response increasing, retention boosting, profit driving tool, but it’s only useful if you know what you want to get from it before you implement it.

You’re right to be enthusiastic about what you’re doing and where a Single Customer View can take the company… but go in there with a plan!

For more information on Single Customer Views and Business Intelligence Hubs call us on 0191 482 8830 or email hello@hippomarketing.eu

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