Big brands struggle with single customer view, reveals SAS and Henley Business School

Study reveals lack of skills and capital investment means organisations are not using big data to gain a single customer view

Brands are yet to get to grips with big data to gain a single customer view – a term used to describe the ability of companies to capture all the interactions a customer has with a company or organisation, regardless of the channel used by the customer. Download a copy of this report to find out what businesses are saying and what's standing in the way of their quest for a single view of the customer.

The research comes together with customer case studies from B2C, B2B and the Financial Services Sector.

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