How to achieve a customer 360 view with cloud data management?

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Discover how cloud data management boosts your marketing and sales actions based on a customer 360 view
The world moves fast and business strategies must keep pace by aligning all resources and technologies toward a single goal: building a 360-degree view of the customer.

We have metrics, statistics, we know what, when and where our customers buy. But that alone is no longer enough. We need to know what they think and feel too. Why they choose us, why not in certain circumstances, what they value most and even what they would be willing to do for our brand. And what's more, are we in a position to do all this while protecting and preserving the privacy of the information?


In this process of building the so-called customer 360 , cloud data loan database presents us with an opportunity and, at the same time, a responsibility: the opportunity to simplify access to information; but also the responsibility and commitment to use the most suitable tools aligned with current regulations so as not to neglect our customers along the way.





By 2026, 80 % of organizations seeking a 360° view will abandon it because they will not comply with data privacy regulations.

Source: Gartner




From data storage to data interaction
The concept of what has been known as data warehousing is evolving toward an understanding of the cloud as a space of constant movement and knowledge construction. Companies need to deepen their use of the cloud with strategies that allow them to look at large data sets across multiple sources, bring together siloed data sets (purchases, website traffic, payment methods, customer loyalty programs, etc.) and create a view of everything that makes customers become customers, as well as all the factors that make them abandon brands. In other words, they need to evolve from information management to information intelligence .



Marketing that adds value
Today, companies expect marketing departments to express the results of their actions in terms of sales and ROI, beyond campaigns and engagement. That is why scalable personalization through proper data management can increase the customer life cycle, using algorithms more effectively and generating a greater return on actions.

It's about leveraging the data cloud to create a significant competitive advantage through a 360-degree view of the customer that prioritizes both real-time data access and data security and control.

Some say that the customer 360 view is the new Holy Grail for marketing specialists, and no wonder! Under this new paradigm, cloud data management becomes a marketing ally to aggregate and unify customer contact points, covering transversal knowledge, from online transactions, social networks, forums and physical contacts, interactions with third parties, to customer service and support, to fully understand the customer journey, satisfy their demand and personalize the experience.