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)?
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Definition: SCV is having all data about an individual customer—website interactions, email opens, social engagement, purchases—gathered and accessible in one place.
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Purpose: Enables marketers to deliver relevant, timely communication, avoid customer irritations (like duplicate offers for purchased items), and make smarter marketing decisions.
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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
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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may have unconnected systems—Mailchimp for email, WordPress for web data, spreadsheets for customer lists—leading to outdated or duplicative communication and risk of data misuse.
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Risk of Non-compliance: Outdated practices can lead to breaking opt-out rules, especially dangerous with new data regulations like GDPR.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
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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)
- Example: Connecting Mailchimp with Salesforce or WordPress via APIs or tools like Zapier to automate data flows.
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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)
- Quote:
- Beware of plugin bloat in systems like WordPress, which can complicate integration and maintenance.
- Free/affordable tools (Mailchimp, Agile CRM, Hubspot—check for free nonprofit licenses especially for Salesforce).
4. Marketing Automation & Scaling Complexity
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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)
- Realistic Timelines:
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Review Processes: Regularly check automation outcomes and continuously improve based on results.
5. GDPR & Regulatory Implications
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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)
- Practical Example:
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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)
- Memorable Moment:
- Audit and clean up customer data—delete what isn’t necessary and avoid “dragon-like hoarding."
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)
- Quote:
- 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)
- Quote:
- 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)
- "You really can slash and burn a blazing trail through a lot of that and just get yourself to a better place."
Notable Quotes & Memorable Moments
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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.
