Outdated marketing team structures are hampering brands’ chances of achieving a single customer view

Achieving a single customer view is a goal for companies across every sector, as brands push towards delivering a seamless, personalised experience. The ability to harness the behavioural insights offered by customer data is becoming ever more essential for marketers to communicate with consumers to best effect.
However, true data clarity is being hampered by fragmented organisational structures that split marketing teams by channel, rather than customer. According to a global survey of 1,100 m