Organizations spent more than $40 billion on content marketing last year, with a record-breaking $16 billion invested in digital and "other” content, according to a study by the Custom Content Council and ContentWise. Being successful in these efforts requires a detailed understanding of who the customer really is.
Bob Costa, a product manager for Aprimo Master Data Manager, says getting the vital information necessary to create a single view of the customer across the enterprise and across channels is only possible with an integrated customer master data strategy. Once that’s in place, an organization has the means to improve customer relationship management effectiveness, profitability analysis and customer scoring. In turn, they can rest assured that when they talk, receptive customers are listening.