Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Is it time to abandon the ‘360-degree customer view’?

Why marketers need to radically rethink their whole approach to customer data.

Data privacy doesn’t have to be seen as a limitation; it’s a great chance to declutter and be more effective, says Florian Lichtwald, Managing Director and Chief Business Officer, Zeotap

Ever since the marketers learned what spreadsheets are, the holy grail of marketing has been to know everything about the customer: this is the prized and elusive object known as the ‘360-degree customer view’ or ‘single customer view’.