dotdigital: To SCV or not to SCV?

dotdigital just shared a new engaging article:

In 2015 Experian surveyed a sample of 1,000 global marketers, the subsequent report that drew from their findings stated that 89% have challenges creating a single customer view. The top reasons? Poor data quality (39%), siloed departments (35%), and an inability to link different technologies (51%). With knowledge, comes responsibility Fast forward to 2021 and single customer view (SCV) remains an aspiration for many, with opinions varying greatly on whether we’ll ever get ‘there’. We see a very welcome trend shaping the conversation around SCV, which is the rising interest in data governance and good data stewardship. 72% of leaders are worried about data quality and security and an increasing number of leading analysts and research firms are voicing their concerns around this seemingly intangible pursuit, and are even questioning the ethics around the pursuit of SCV at all. No doubt this has been bolstered by a heightened sensitivity from consumers…

Continued here: To SCV or not to SCV?