The Digital Marketing Podcast

Episode: Single Customer View And How To Achieve It

Hosts: Daniel Rowles & Ciaran Rogers
Date: March 5, 2018

Main Theme:

This episode explores the concept of the Single Customer View (SCV) in digital marketing: what it is, why it’s crucial, the challenges in achieving it, and practical strategies and tools marketers can use to move towards unified, actionable customer data.

Key Discussion Points & Insights

1. What is a Single Customer View (SCV)?

• Definition: SCV is having all data about an individual customer—website interactions, email opens, social engagement, purchases—gathered and accessible in one place.

• Purpose: Enables marketers to deliver relevant, timely communication, avoid customer irritations (like duplicate offers for purchased items), and make smarter marketing decisions.

• Quote:

  "The idea of single customer view is that I have all the data about you in one place and therefore I can do some smart stuff with it."
  – Daniel (00:27)

• Connected to CRM: Integrating SCV with CRM systems centralizes customer insights and tracks interactions.

2. Common Challenges in Achieving SCV

• Data Fragmentation: Disparate systems (CRM, email, spreadsheets, web platforms) rarely communicate smoothly.

  "This is an IT headache on a stick, basically... And the bigger the company, the worse it gets."
  – Daniel (01:25)

• Example Situation:

  • Organizations may have unconnected systems—Mailchimp for email, WordPress for web data, spreadsheets for customer lists—leading to outdated or duplicative communication and risk of data misuse.

• Risk of Non-compliance: Outdated practices can lead to breaking opt-out rules, especially dangerous with new data regulations like GDPR.

3. Practical Integration Approaches

• Start small: Even basic integration (e.g., syncing email platform and CRM) reduces errors.

  • Example: Connecting Mailchimp with Salesforce or WordPress via APIs or tools like Zapier to automate data flows.

    "Zapier.com... help you connect your web apps and your various apps."
    – Daniel (03:49)

• For small organizations:

  • Free/affordable tools (Mailchimp, Agile CRM, Hubspot—check for free nonprofit licenses especially for Salesforce).
    • Quote:

      "HubSpot have a brilliant CRM actually. There’s a free version..."
      – Daniel (06:48)

    • Tip for Nonprofits: "Salesforce foundation still give free licenses for Salesforce to nonprofits... whole-heartedly recommend investigating it."
      – Ciaran (05:20)
  • Beware of plugin bloat in systems like WordPress, which can complicate integration and maintenance.

4. Marketing Automation & Scaling Complexity

• Natural Next Step: Once basic integration is achieved, marketing automation (tools like Marketo, Eloqua, Pardot) can enable sophisticated lead scoring and automated customer journeys—but increases complexity and time to implement.

  • Realistic Timelines:

    "I've never really seen a full blown marketing automation project for a large company take less than about 18 months."
    – Daniel (09:49)

  • Advice:

    "Keep it simple to begin with... achieve a couple of simple automations and making sure they work well, and then building out more..."
    – Ciaran (10:23)

• Review Processes: Regularly check automation outcomes and continuously improve based on results.

5. GDPR & Regulatory Implications

• SCV aids compliance: A unified view of the customer enables easier fulfillment of data requests and opt-out requirements under GDPR.

  • Practical Example:

    "Under GDPR rules, the customer will be entitled to request what data you have on them. Now, if you've got data all over the shop, that's going to be hard."
    – Ciaran (13:27)

• Data Hygiene:

  • Audit and clean up customer data—delete what isn’t necessary and avoid “dragon-like hoarding."
    • Memorable Moment:

      "Don't just sit on it and accumulate it like some sort of demented dragon gathering gold talons."
      – Ciaran (14:11)

6. Value of Achieving SCV

• Enhanced Relevance: Better data means sending the right communications, improving both customer experience and marketing outcomes.
  • Quote:

    "Rather than bombarding, I'm just being relevant at the right time and you can start to be smarter."
    – Daniel (14:58)

• Facilitates Digital Transformation & Test-and-Learn:
  • Quote:

    "Because it's joined up, you can quite see it makes test and learn a lot more realistic."
    – Daniel (16:08)

• Empowering Marketers: SCV clears technical barriers, making marketing more controlled—and even “fun again.”
  • "You really can slash and burn a blazing trail through a lot of that and just get yourself to a better place."
    – Ciaran (15:45)

Notable Quotes & Memorable Moments

• On IT integration headaches:

  “This is an IT headache on a stick, basically... And the bigger the company, the worse it gets.”
  – Daniel (01:25)

• On GDPR and data sprawl:

  “What you don’t want, this kind of stuff that will get you into trouble is having your data in loads of disparate places...”
  – Daniel (12:48)

• On unnecessary data hoarding:

  “Don’t just sit on it and accumulate it like some sort of demented dragon gathering gold talons.”
  – Ciaran (14:11)

• On Salesforce's nonprofit support:

  “Salesforce foundation still give free licenses for Salesforce to nonprofits... I wholeheartedly recommend investigating it.”
  – Ciaran (05:20)

Recommended Tools & Resources

• Zapier (zapier.com): For connecting different web applications.
• Salesforce: Enterprise-grade CRM with integrated marketing cloud; free licenses for nonprofits.
• HubSpot: Free and paid CRM with marketing features.
• Agile CRM: Affordable, integrates well with WooCommerce for SMEs.
• Mailchimp: Widely used ESP with good API/integration options.
• WordPress Plugins: Consider carefully to avoid “plugin bloat”.

Timestamps for Key Segments

• Definition and Purpose of SCV: 00:27 – 01:25
• Challenges with Legacy Data/Systems: 01:25 – 03:43
• Tools for Integration (Zapier, APIs): 03:49 – 06:10
• Salesforce Nonprofit Licenses: 05:20 – 06:10
• WordPress and Plugin Limitations: 07:32 – 08:13
• Automation Tools and Warnings: 09:49 – 11:48
• GDPR and Data Audit: 12:48 – 14:11
• Benefits and Empowerment: 14:45 – 16:08

Final Takeaways

• Achieving Single Customer View is challenging but invaluable for smarter, more effective digital marketing.
• Start by integrating existing systems slowly; avoid overcomplicating with too many tools or automations at once.
• Keep your data clean and integrated for both better marketing and to meet regulatory standards like GDPR.
• SCV empowers marketers, makes campaigns more relevant, and creates opportunities for innovation—just be prepared for a significant, ongoing project.